Modelo de gestión de marketing y ventas para fortalecer la competitividad de la empresa "Wasipungo"

The following research was carried out in the company “Wasipungo”, because the company is not competitive in the textile sector compared to its competitors. In this way, it is proposed to carry out a Marketing and Sales Management Model for the strengthening of competitiveness, in addition, it should be emphasized that the company performs its work through empiricism, and with this research, we wanted to help the company having an Administrative knowledge. This research proposed a marketing and sales management model supported by the theory; in which, it is raised through the 7P (product, price, place, promotion, people, processes and physical presence) based on Philip Kotler's theory, through strategies that served to improve the company "Wasipungo"; Through these 7P, matrices and models were developed in order to support the needs of the organization. To have a current knowledge in which situation the company is, we proceed to conduct an interview with the manager and, the customer through a survey to know what needs they have; in this way, the FODA was obtained (strengths, opportunities, threats and opportunities). With the information that was collected as support for the theories, we proceed to design the Marketing and Sales Management Model in which a proposal was presented that will serve as a guide for the execution. In addition, the results were validated by the owner of the company, in which a favorable response was obtained to apply this marketing and sales management model, and finally the conclusions and recommendations were presented. Finally, the proposal of the marketing and sales management model was described, with their respective conclusions and recommendations that the owner could apply to be competitive with the other companies.

• מחבר ראשי: Castro, Marlene de los A. (author)
• פורמט: bachelorThesis
• שפה: spa
• יצא לאור: 2019
• נושאים: Marketing; Empresa; Administración; Gestión; Modelo de gestión
• גישה מקוונת: http://repositorio.uotavalo.edu.ec/handle/52000/246