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Gestión de ventas en la “automotriz Suárez” ubicada en el cantón Vinces, periodo 2022-2023
| dc.contributor.advisor | Muñoz Chavez, Gladys Gabriela | |
| dc.contributor.author | Muñoz Aspiazu, Cinthya Lorena | |
| dc.date.accessioned | 2023-11-12T20:42:48Z | |
| dc.date.available | 2023-11-12T20:42:48Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/15232 | |
| dc.description | In this case study, an analysis of the sales management carried out in the “Automotriz Suárez” located in the Vinces canton will be carried out, to determine what deficiencies are that prevent an adequate positioning for the company. “Automotriz Suárez” is a business that is dedicated to the purchase and sale of spare parts and provides vehicle maintenance, repair and washing services in which the following problems arise: little recognition, poor use of advertising and sales strategies, The personnel who work in the sales area do not have technical knowledge and the increase in competition. Through this research, the owner of the automotive company and her sales team will be able to identify the points where it is necessary to apply improvement actions and determine the most appropriate strategies to implement. The selected method that was implemented was the root cause analysis, along with the survey technique applied to the sales force to know their degree of training and the SWOT analysis, which allowed knowing the current situation of the business through its internal and external factors. Through the data collection instruments applied, it was possible to evaluate the sales management carried out in the automotive company and reach the conclusion that it is not efficient, because the staff has little technical training and there is little application of promotion and sales strategies. Reasons why it was recommended to develop a marketing campaign that highlights your strengths and key differentiators, implement training programs for your sales staff and apply promotion strategies and sales strategy such as: content marketing, loyalty programs, strategic alliances , promotions and attractive discounts to improve the positioning of the business. | es_ES |
| dc.description | In this case study, an analysis of the sales management carried out in the “Automotriz Suárez” located in the Vinces canton will be carried out, to determine what deficiencies are that prevent an adequate positioning for the company. “Automotriz Suárez” is a business that is dedicated to the purchase and sale of spare parts and provides vehicle maintenance, repair and washing services in which the following problems arise: little recognition, poor use of advertising and sales strategies, The personnel who work in the sales area do not have technical knowledge and the increase in competition. Through this research, the owner of the automotive company and her sales team will be able to identify the points where it is necessary to apply improvement actions and determine the most appropriate strategies to implement. The selected method that was implemented was the root cause analysis, along with the survey technique applied to the sales force to know their degree of training and the SWOT analysis, which allowed knowing the current situation of the business through its internal and external factors. Through the data collection instruments applied, it was possible to evaluate the sales management carried out in the automotive company and reach the conclusion that it is not efficient, because the staff has little technical training and there is little application of promotion and sales strategies. Reasons why it was recommended to develop a marketing campaign that highlights your strengths and key differentiators, implement training programs for your sales staff and apply promotion strategies and sales strategy such as: content marketing, loyalty programs, strategic alliances , promotions and attractive discounts to improve the positioning of the business. | es_ES |
| dc.description.abstract | En el presente caso de estudio se realizará un análisis de la gestión de ventas ejecutada en la “Automotriz Suárez” ubicada en el cantón Vinces, para determinar cuáles son las deficiencias que impiden un adecuado posicionamiento para la empresa. La “Automotriz Suárez” es un negocio que se dedica a la compra y venta de repuestos y brinda el servicio de mantenimiento, reparación y lavado de vehículos en la se presentan los siguientes problemas: poco reconocimiento, escaso uso de estrategias de publicidad y ventas, el personal que labora en el área de ventas no cuenta con conocimientos técnicos y el incremento de la competencia. Por medio de esta investigación la dueña de la automotriz y su equipo de ventas podrán identificar los puntos en los que es necesario aplicar acciones de mejora y determinar las estrategias más adecuadas a implementar. El método seleccionado que se implementó fue el análisis de causa raíz, junto con la técnica de la encuesta aplicada a la fuerza de ventas para conocer su grado de capacitación y el análisis FODA, el cual permitió conocer la situación actual del negocio por medio de sus factores internos y externos. A través de los instrumentos de recolección de datos aplicados se pudo evaluar la gestión de ventas llevada a cabo en la automotriz y llegar a la conclusión de que no es eficiente, debido a que, el personal posee poca capacitación técnica y existe una escasa aplicación de estrategias de promoción y ventas. Razones por las que se recomendó desarrollar una campaña de marketing que resalte sus fortalezas y diferenciadores clave, implementar programas de capacitaciones para su personal de ventas y aplicar estrategias de promoción y estrategia de ventas tales como: marketing de contenido, programas de lealtad, alianzas estratégicas, promociones y descuentos atractivos para conseguir mejorar el posicionamiento del negocio | es_ES |
| dc.format.extent | 38 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Gestión | es_ES |
| dc.subject | Posicionamiento | es_ES |
| dc.subject | Fuerza De Ventas | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject | Publicidad | es_ES |
| dc.subject | Venta | es_ES |
| dc.title | Gestión de ventas en la “automotriz Suárez” ubicada en el cantón Vinces, periodo 2022-2023 | es_ES |
| dc.type | bachelorThesis | es_ES |
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