Diseño de estrategias para incrementar las ventas en la panadería y pastelería pan premium
Fecha
2020-06
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
El presente trabajo, tiene como objetivo crear estrategias de marketing, que ayuden a
incrementar las ventas de la Panadería y pastelería Pan Premium, ubicada en Otavalo, provincia
de Imbabura. Actualmente Pan Premium posee carencias administrativas, existente por parte
de los dueños del negocio, si bien se sabe que la planificación estratégica es una herramienta
de gestión que permite establecer el que hacer y el camino que debe recorrer la empresa para
alcanzar las metas establecidas, teniendo en cuenta los cambios y demandas que impone su
entorno. Por lo tanto, la investigación pretende explicar la importancia de la implementación
de estrategias para poder continuar en el mercado, esto se lograra mediante la identificación de
las falencias que posee el negocio y creando estrategias correctivas que contrarresten las
debilidades encontradas en el negocio. La metodología empleada en el presente estudio es
descriptiva, esta permitirá establecer las cualidades del objeto de estudio. Contiene además un
enfoque mixto, combinando las fortalezas del enfoque cualitativo y cuantitativo, se emplearon
2 técnicas para la obtención de información: la entrevista y la encuesta. Como resultado se
diseñaron diez estrategias que Pan Premium puede implementar para lograr crear valor para
sus clientes y así poder incrementar sus ventas, la inversión propuesta fácilmente puede ser
financiada y recuperada en un periodo máximo a 1 año.
The purpose of this work is to create marketing strategies that help increase the sales of the Pan Premium Bakery and Bakery, located in Otavalo, Imbabura province. Pan Premium currently has administrative deficiencies, existing by the business owners, although it is known that strategic planning is a management tool that allows establishing what to do and the path that the company must travel to achieve the established goals, having Consider the changes and demands that your environment imposes. Therefore, the research aims to explain the importance of implementing strategies to continue in the market, this will be achieved by identifying the shortcomings of the business and creating corrective strategies that counteract the weaknesses found in the business. The methodology used in this study is descriptive, this will allow to establish the qualities of the object of study. It also contains a mixed approach, combining the strengths of the qualitative and quantitative approach. Two techniques were used to obtain information: the interview and the survey. As a result, different strategies will be obtained that Pan Premium can implement to create value for its customers and thus increase its sales, the proposed investment can easily be financed and recovered in a maximum period of 1 year
The purpose of this work is to create marketing strategies that help increase the sales of the Pan Premium Bakery and Bakery, located in Otavalo, Imbabura province. Pan Premium currently has administrative deficiencies, existing by the business owners, although it is known that strategic planning is a management tool that allows establishing what to do and the path that the company must travel to achieve the established goals, having Consider the changes and demands that your environment imposes. Therefore, the research aims to explain the importance of implementing strategies to continue in the market, this will be achieved by identifying the shortcomings of the business and creating corrective strategies that counteract the weaknesses found in the business. The methodology used in this study is descriptive, this will allow to establish the qualities of the object of study. It also contains a mixed approach, combining the strengths of the qualitative and quantitative approach. Two techniques were used to obtain information: the interview and the survey. As a result, different strategies will be obtained that Pan Premium can implement to create value for its customers and thus increase its sales, the proposed investment can easily be financed and recovered in a maximum period of 1 year
Descripción
B-FCA-ING-COM-2020
Palabras clave
Estrategias, Marketing, Ventas, Panadería, Planificación estratégica
Citación
APA