Estrategias de venta en la óptica visión de la ciudad de Babahoyo

The implementation of sales strategies has become a fundamental aspect within all companies because it allows the achievement of business objectives, establish good relationships with customers and generate competitive advantages. For this reason, the objective of this case study is to learn how sales strategies are designed and implemented in Optica Visión, an essential context to achieve the company's growth. The methodology used to carry out the research is composed of a field and descriptive investigation; in addition, the inductive-deductive method was used and an interview was applied to the company's personnel with questions related to sales strategies. The results of the study revealed that Optica Visión has weaknesses in the design and execution of sales and advertising strategies; the organization does not consider the necessary parameters when designing effective actions in the sales process, such as: defining the target market, communication channels or strategic commercial alliances; that is, there is no sales planning that contemplates strategic actions that favor the objectives of the microenterprise. The study concluded that Optica Visión does not develop and plan the respective sales and advertising strategies, an aspect that denotes the lack of effectiveness in the administrative function, which affects the level of sales.

• Автор: Quezada Morán, Julissa Esther (author)
• Формат: bachelorThesis
• Опубліковано: 2021
• Предмети: Estrategias de venta; Publicidad; Gestión comercial; Ventaja competitiva
• Онлайн доступ: http://dspace.utb.edu.ec/handle/49000/10603