Lineamientos estratégicos para el mejoramiento de las ventas de la microempresa ‘‘Mega Calzado’’ en el cantón La Maná
This research entitled Strategic guidelines for the improvement of sales of the microenterprise ''Mega Calzado'' in La Maná was proposed as an objective to develop a model of strategic guidelines, where it was possible to give an organizational direction to the company and at the...
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| Format: | bachelorThesis |
| Język: | spa |
| Wydane: |
2023
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| Hasła przedmiotowe: | |
| Dostęp online: | http://repositorio.utc.edu.ec/handle/27000/11315 |
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Dodaj etykietę | Streszczenie: | This research entitled Strategic guidelines for the improvement of sales of the microenterprise ''Mega Calzado'' in La Maná was proposed as an objective to develop a model of strategic guidelines, where it was possible to give an organizational direction to the company and at the same time strategies that allow to increase sales. For the current situation of the microenterprise, a diagnosis was carried out, which allowed identifying its opportunities and threats, as well as its strengths and weaknesses; information that served as a basis for identifying the possibilities, present and future, through which it was determined that there are strategic alternatives to increase sales. In addition, the methodology description of the processes to be investigated was carried out, where the deductive, synthetic, bibliographic, and field research method was used, with a population of 1508 and a sample of 316 people. Executing the tabulation and graphic presentation of the results of the survey, as well as the analysis and interpretation of the same allow prioritizing the most determining factors in obtaining information. An analysis of the economic income for the years 2021 - 2022 was carried out on the sales of its products, by means of horizontal analysis. It was obtained as a result that the microenterprise has increased by 7% in terms of sales. The impact of this research will be social, economic, and environmental. Having a commercial and organizational strategy will help to attract customers, improve sales and have a better position in the local market, and to grow in a sustained manner, satisfying the needs and expectations of customers, being the beneficiaries of this project the microenterprise "Mega Calzado", collaborators, customers and UTC students. Finally, the development of a model of guidelines was proposed based on an organizational structure and its strategies established for the product, market, price, advertising and promotion, social networks (communication strategy), policies, commercial force, and commercial activities. |
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