Gestión de ventas en el franquiciado Disensa ubicado en el cantón Vinces durante el periodo 2023.

This case study analyzes the challenges faced by the Disensa franchisee in Vinces, Ecuador, highlights important points in its sales management, marketing and market segmentation, standards to determine its stability and growth, with the purpose of examining sales management in the Disensa hardware store during the period 2023. The research highlights the need to adapt sales strategies to local dynamics and improve communication with customers to increase customer acquisition and retention. A quantitative and qualitative method is proposed through surveys of potential customers and sales teams to collect data on brand awareness, the effectiveness of the sales process and the effectiveness of communication and training strategies. The results show mixed brand perceptions among consumers, many of whom are not familiar with Disensa and its products. However, awareness of the importance of personalized advice and product variety in purchasing decisions is very high. The sales team identified an urgent need for training and support to increase product knowledge and improve sales performance.

• المؤلف الرئيسي: Sánchez Carpio, Elahyza Zuling (author)
• التنسيق: bachelorThesis
• منشور في: 2024
• الموضوعات: Gestión; Ventas; Marketing; Segmentación; Franquicia
• الوصول للمادة أونلاين: http://dspace.utb.edu.ec/handle/49000/15869