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Gestión de ventas del Centro Multicomercio “Austro Plast” de la ciudad de Babahoyo, periodo 2023.
| dc.contributor.advisor | Calderón Angulo, Reyes Johan | |
| dc.contributor.author | Batalla Swett, Stiven Rubén | |
| dc.date.accessioned | 2024-03-22T23:58:52Z | |
| dc.date.available | 2024-03-22T23:58:52Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/15806 | |
| dc.description | This case study aims to analyze the sales management of the Austro Plast Multicommerce Center, through performance indicators to recommend growth strategies. This Multi-Commerce Center is located in the city of Babahoyo. Currently, this commercial establishment faces several challenges in its commercial management due to the lack of a website, which limits access to information about products or articles, indicating the need to improve digital marketing strategies. The accumulation of inventory without promotions affects space and comfort for customers, evidencing the lack of effective promotion and liquidation strategies. On the other hand, the absence of advertising and proper sales planning contributes to suboptimal performance. In addition, the lack of knowledge in customer service and unfavorable attitudes of the staff have a negative impact. The research highlights the importance of implementing a marketing plan, including creating a website and advertising strategies to attract customers. The need to improve business practices is emphasized to increase the competitiveness and sustainability of the Austro Plast Multi-Commerce Center. The choice of this study is based on understanding and improving the specific business practices of the entity, with the objective of identifying opportunities for improvement and strengthening. It is expected that the research will directly benefit the company and, indirectly, have a positive impact on local society, generating employment, strengthening the economy and serving as a reference for other companies in the area. | es_ES |
| dc.description | This case study aims to analyze the sales management of the Austro Plast Multicommerce Center, through performance indicators to recommend growth strategies. This Multi-Commerce Center is located in the city of Babahoyo. Currently, this commercial establishment faces several challenges in its commercial management due to the lack of a website, which limits access to information about products or articles, indicating the need to improve digital marketing strategies. The accumulation of inventory without promotions affects space and comfort for customers, evidencing the lack of effective promotion and liquidation strategies. On the other hand, the absence of advertising and proper sales planning contributes to suboptimal performance. In addition, the lack of knowledge in customer service and unfavorable attitudes of the staff have a negative impact. The research highlights the importance of implementing a marketing plan, including creating a website and advertising strategies to attract customers. The need to improve business practices is emphasized to increase the competitiveness and sustainability of the Austro Plast Multi-Commerce Center. The choice of this study is based on understanding and improving the specific business practices of the entity, with the objective of identifying opportunities for improvement and strengthening. It is expected that the research will directly benefit the company and, indirectly, have a positive impact on local society, generating employment, strengthening the economy and serving as a reference for other companies in the area. | es_ES |
| dc.description.abstract | Este estudio de caso tiene como finalidad analizar la gestión de ventas del Centro Multicomercio Austro Plast, a través de indicadores de rendimiento para recomendar estrategias de crecimiento. Este Centro Multicomercio, se encuentra ubicado en la ciudad de Babahoyo, actualmente este establecimiento comercial se enfrenta a varios desafíos en su gestión comercial debido a la carencia de un sitio web, lo que limita el acceso a información sobre productos o artículos, indicando la necesidad de mejorar estrategias de marketing digital. La acumulación de inventario sin promociones afecta el espacio y comodidad para los clientes, evidenciando la falta de estrategias efectivas de promoción y liquidación. Por otro lado, la ausencia de publicidad y planificación adecuada para las ventas contribuyen a un desempeño subóptimo. Además, la falta de conocimiento en atención al cliente y actitudes poco favorables del personal impactan negativamente. La investigación destaca la importancia de implementar un plan de marketing, incluyendo la creación de un sitio web y estrategias de publicidad para atraer clientes. Se enfatiza la necesidad de mejorar las prácticas comerciales para aumentar la competitividad y sostenibilidad del Centro Multicomercio Austro Plast. La elección de este estudio se basa en comprender y mejorar las prácticas comerciales específicas de la entidad, con el objetivo de identificar oportunidades de mejora y fortalecimiento. Se espera que la investigación beneficie directamente a la empresa y, de manera indirecta, tenga un impacto positivo en la sociedad local, generando empleo, fortaleciendo la economía y sirviendo como referencia para otras empresas en la zona. | es_ES |
| dc.format.extent | 42 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2024 | 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 de ventas | es_ES |
| dc.subject | Cliente | es_ES |
| dc.subject | Sitio web | es_ES |
| dc.subject | Estrategias de marketing | es_ES |
| dc.title | Gestión de ventas del Centro Multicomercio “Austro Plast” de la ciudad de Babahoyo, periodo 2023. | es_ES |
| dc.type | bachelorThesis | es_ES |
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