El proceso de comercialización de indumentarias escolares, en la pymes ubicadas en la calle que circula al mercado central de la ciudad de Guayaquil
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Fecha
2013
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Universidad de Guayaquil Facultad de Filosofía, Letras y Ciencias de la Educación
Resumen
Este proyecto de investigación se ha desarrollado en las pymes proveedoras de
indumentarias escolares, ubicadas en las calles que circundan al Mercado Central de la
ciudad de Guayaquil. Sector comercial que con el transcurrir del tiempo se ha vuelto más
concurrente en cuanto a clientes. El cual cuenta con pequeñas y medianas empresas que se
dedican netamente a la comercialización de indumentarias escolares, las mismas que han
venido desarrollando un comercio empírico basado en las experiencias de cada uno de sus
integrantes, evidenciando la necesidad de un aprendizaje científico que les permita mejorar
el nivel de competitividad en el mercado. Se recurrió a los pensamientos filosóficos de la
corriente empírica y la teoría del constructivismo social que fue una parte fundamental para
el desarrollo de nuestra investigación ya que cada una de estas teorías nos dio las
directrices necesarias para mantener una organización y dirección. La modalidad aplicada
en el proyecto es factible, la misma que está fundamentada en una investigación documental
y de campo, el mecanismo utilizado en la investigación, fueron las encuestas realizadas a
los directivos y clientes de las pymes, obteniendo como resultado, falencias en el proceso de
comercialización debido a la poca aplicación de estrategias comerciales, por lo cual
tomamos en consideración el diseño de una guía metodológica comercial, la cual es viable
ya que con la aplicación de los procedimientos descritos en la guía, las pymes podrán
determinar nuevas estrategias para competir de manera eficiente en el mercado, que a su
vez les permita obtener una mayor captación de clientes potenciales, mejor rentabilidad en
cuanto al nivel de inversión, fuentes de empleo, y sobre la satisfacción deseada en sus
clientes. Con esto se potencializaría el mercado nacional debido a que las pymes contarían
con los conocimientos adecuados para realizar gestiones que representen la reducción de
costos de producción como lo es la importación de materia prima, que resulta de gran
beneficio
This project’s research has been developed in the Schoolchildren Pymes costumes providers, located around the Central Market of Guayaquil city. Through time, this commercial sector has become more concurrent for many customers. This has small and medium companies engaged purely to marketing Schoolchildren’s Costumes; they have been developing an empirical trade based on the experiences of each of their members, demonstrating the need for a scientific learning that enables them to improve the level of competitiveness within the market. They use the current philosophical thoughts from empirical and social constructivist theories which were a fundamental part of our research development that each of these theories gave us the necessary guidelines to maintain an organization and direction. The method applied in the project is feasible, the same that is based on a documentary and field research, the mechanisms used in the investigation were the surveys of managers and pymes customers, resulting in , flaws in the process marketing due to poor implementation of business strategies, so we consider the design of a methodological commercial, which is feasible since the implementation of the procedures described in the guide, the pymes will be able to identify new strategies to compete efficiently in the market, which in turn allows them to obtain a greater lead generation , better profitability in the level of investment , sources of employment , and the desired customer satisfaction. Said this, the domestic market will sum up power due Pymes will count with the proper knowledge to produce arrangements to reduce production costs like raw material Imports, which turns a good benefit
This project’s research has been developed in the Schoolchildren Pymes costumes providers, located around the Central Market of Guayaquil city. Through time, this commercial sector has become more concurrent for many customers. This has small and medium companies engaged purely to marketing Schoolchildren’s Costumes; they have been developing an empirical trade based on the experiences of each of their members, demonstrating the need for a scientific learning that enables them to improve the level of competitiveness within the market. They use the current philosophical thoughts from empirical and social constructivist theories which were a fundamental part of our research development that each of these theories gave us the necessary guidelines to maintain an organization and direction. The method applied in the project is feasible, the same that is based on a documentary and field research, the mechanisms used in the investigation were the surveys of managers and pymes customers, resulting in , flaws in the process marketing due to poor implementation of business strategies, so we consider the design of a methodological commercial, which is feasible since the implementation of the procedures described in the guide, the pymes will be able to identify new strategies to compete efficiently in the market, which in turn allows them to obtain a greater lead generation , better profitability in the level of investment , sources of employment , and the desired customer satisfaction. Said this, the domestic market will sum up power due Pymes will count with the proper knowledge to produce arrangements to reduce production costs like raw material Imports, which turns a good benefit
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GUIA METODOLOGICA, PYMES