| dc.contributor | Miranda Mejía, Joffre | |
| dc.creator | Quezada Morán, Julissa Esther | |
| dc.date | 2021-11-19T16:36:30Z | |
| dc.date | 2021-11-19T16:36:30Z | |
| dc.date | 2021 | |
| dc.date.accessioned | 2023-08-08T17:32:52Z | |
| dc.date.available | 2023-08-08T17:32:52Z | |
| dc.identifier | http://dspace.utb.edu.ec/handle/49000/10603 | |
| dc.identifier.uri | https://repositorioslatinoamericanos.uchile.cl/handle/2250/8052010 | |
| dc.description | 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. | |
| dc.description | 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. | |
| dc.description | La implementación de estrategias de venta se ha convertido en un aspecto fundamental dentro de todas las empresas debido a que permite la consecución de los objetivos comerciales, establecer buenas relaciones con los clientes y generar ventajas competitivas. Por esta razón, el presente caso de estudio tiene como objetivo conocer cómo se realiza el diseño y ejecución de estrategias de ventas en la Óptica Visión, contexto indispensable para lograr el crecimiento de la empresa. La metodología empleada para la realización de la investigación está compuesta por una investigación de campo y descriptiva; además, se utilizó el método inductivo-deductivo y se aplicó una entrevista dirigida al personal de la empresa con preguntas relacionadas con las estrategias de venta. Los resultados del estudio permitieron conocer que Óptica Visión tiene debilidades en el diseño y ejecución de estrategias de ventas y publicidad, la organización no considera los parámetros necesarios a la hora de diseñar acciones efectivas en el proceso de venta, tales como: definir el mercado objetivo, canales de comunicación o alianzas estratégicas comerciales; es decir, no existe una planificación de ventas que contemple acciones estratégicas que permitan favorecer los objetivos de la microempresa. El estudio permitió concluir que Óptica Visión no desarrolla y planifica las respectivas estrategias tanto de venta como de publicidad, aspecto que denota la falta de efectividad en la función administrativa, lo cual incide en su nivel de ventas. | |
| dc.format | 27 p. | |
| dc.format | application/pdf | |
| dc.language | es | |
| dc.publisher | BABAHOYO: UTB, 2021 | |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | |
| dc.rights | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | |
| dc.subject | Estrategias de venta | |
| dc.subject | Publicidad | |
| dc.subject | Gestión comercial | |
| dc.subject | Ventaja competitiva | |
| dc.title | Estrategias de venta en la óptica visión de la ciudad de Babahoyo | |
| dc.type | bachelorThesis | |
