Diseño de estrategias comerciales para mejorar las ventas de la empresa electro visual s.a. de Guayaquil.
Fecha
2021
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Editor
Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
La presente investigación es un estudio de caso realizado a la empresa Electrovisual de la
ciudad de Guayaquil, la misma que experimento una disminución en sus ingresos desde el año
2019, el objetivo general del proyecto consistió en diseñar estrategias comerciales para mejorar
las ventas. La metodología que se aplico tuvo un enfoque mixto, método deductivo de encuesta
y entrevista. Se evidenció que el cliente tiene una edad promedio entre 30 a 49 años, ingresos
superiores a $400 y recurrencia de compra de una vez al año, predomina el sexo femenino.
Estos son sensibles al precio, garantía y promociones, por lo que estarían dispuestos a comprar
si la organización cuenta con estos aspectos. La realización de la propuesta partió de un análisis
situacional. Se aplicaron estrategias de posicionamiento, donde destaca el logo empresarial y
apertura de carpa afuera del establecimiento, entregas a domicilio sin costo, garantía extendida
con el servicio de mantenimiento y cambio del equipo por desperfecto de fábrica. La promoción
se enfoca en pautas comerciales en redes sociales, influencers, sorteo de electrodomésticos y
la contratación de una empresa especializada en manejo comercial. Se concluye que las
estrategias comerciales permitirán mejorar las ventas de la empresa Electrovisual S.A.
Guayaquil.
This research is a case study carried out at the Electrovisual company in the city of Guayaquil, which has experienced a decrease in its income since 2019, the general objective of the project was to design commercial strategies to improve sales. The methodology that was applied had a mixed approach, deductive method of survey and interview. It was evidenced that the customer has an average age between 30 to 49 years, income over $ 400 and recurrence of purchases of once a year, the female sex predominates. These are sensitive to price, guarantee and promotions, so they would be willing to buy if the organization has these aspects. The realization of the proposal started from a situational analysis. Positioning strategies were applied, where the business logo and the opening of the tent outside the establishment stand out, home deliveries at no cost, extended warranty with maintenance service and change of equipment due to factory damage. The promotion focuses on commercial guidelines on social networks, influencers, home appliance raffle and the hiring of a company specialized in commercial management. It is concluded that the commercial strategies will allow to improve the sales of the company Electrovisual S.A. Guayaquil.
This research is a case study carried out at the Electrovisual company in the city of Guayaquil, which has experienced a decrease in its income since 2019, the general objective of the project was to design commercial strategies to improve sales. The methodology that was applied had a mixed approach, deductive method of survey and interview. It was evidenced that the customer has an average age between 30 to 49 years, income over $ 400 and recurrence of purchases of once a year, the female sex predominates. These are sensitive to price, guarantee and promotions, so they would be willing to buy if the organization has these aspects. The realization of the proposal started from a situational analysis. Positioning strategies were applied, where the business logo and the opening of the tent outside the establishment stand out, home deliveries at no cost, extended warranty with maintenance service and change of equipment due to factory damage. The promotion focuses on commercial guidelines on social networks, influencers, home appliance raffle and the hiring of a company specialized in commercial management. It is concluded that the commercial strategies will allow to improve the sales of the company Electrovisual S.A. Guayaquil.
Descripción
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Palabras clave
ESTRATEGIAS COMERCIALES, INVESTIGACIÓN DE MERCADO, FODA, POSICIONAMIENTO, DIFERENCIACIÓN, PROMOCIÓN
Citación
APA