Estrategias administrativas y de mercadeo para el posicionamiento del almacén Variedades Marcela del municipio de Páez – Cauca
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Date
2022-05-12
Authors
Viquez Polanco, Lisbeth Gabriela
Advisors
Escobar Gómez, Jhon Fredy
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Open Access
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Abstract
En el municipio de Páez - Cauca existen aproximadamente 7 negocios, los cuales ofrecen gran
variedad de productos y servicios, de estos se eligió uno de los almacenes conocido como Variedades
Marcela. Este negocio es uno de los más antiguos y aun así la acogida por parte de los clientes sigue
siendo satisfactoria, es reconocido en todo el municipio por su gran variedad de productos y los
favorables precios para los clientes El objetivo general de este proyecto de grado fue planear estrategias
administrativas y de mercadeo para el posicionamiento del almacén, en el sector comercial. Para lograr
tal fin se desarrolló una investigación mixta donde se incluyeron resultados cualitativos y cuantitativos
para la recolección de dicha información, primero se realizó un análisis situacional del negocio utilizando
la matriz DOFA donde se conocieron las debilidades, oportunidades, fortalezas y amenazas del almacén.
Seguidamente se ejecutaron dos encuestas dirigidas para los clientes y colaboradores para identificar así
su punto de vista referente a la organización y por último se efectuó una entrevista con los dueños del
negocio diseñando las estrategias administrativas y de marketing para lograr el posicionamiento en el
mercado. Luego de realizar este estudio se confirmó que el almacén Variedades Marcela necesita la
reorganización de estantería de acuerdo a las líneas que manejan para que tengan mayor visualización y
el tiempo de atención al cliente sea más eficiente, también se necesita implementar equipos
tecnológicos como: software de contabilidad e inventario y cámaras de seguridad para la vigilancia
continua del almacén.
In the municipality of Páez - Cauca there are approximately 7 businesses, which offer a wide variety of products and services, one of the stores known as Marcela Varieties was chosen. This business is one of the oldest and even so the reception by customers continues to be satisfactory, it is recognized throughout the municipality for its wide variety of products and favorable prices for customers The general objective of this degree project was plan administrative and marketing strategies for the positioning of the warehouse, in the commercial sector. To achieve this end, a mixed investigation was developed where qualitative and quantitative results were included for the collection of said information, first a situational analysis of the business was carried out using the DOFA matrix where the weaknesses, opportunities, strengths and threats of the warehouse were known. Next, two surveys were carried out for clients and collaborators to identify their point of view regarding the organization and finally an interview was carried out with the owners of the business, designing the administrative and marketing strategies to achieve positioning in the market. After carrying out this study, it was confirmed that the Variety Marcela warehouse needs the reorganization of the shelves according to the lines they handle so that they have greater visualization and the customer service time is more efficient, it is also necessary to implement technological equipment such as: accounting and inventory and security cameras for continuous surveillance of the warehouse.
In the municipality of Páez - Cauca there are approximately 7 businesses, which offer a wide variety of products and services, one of the stores known as Marcela Varieties was chosen. This business is one of the oldest and even so the reception by customers continues to be satisfactory, it is recognized throughout the municipality for its wide variety of products and favorable prices for customers The general objective of this degree project was plan administrative and marketing strategies for the positioning of the warehouse, in the commercial sector. To achieve this end, a mixed investigation was developed where qualitative and quantitative results were included for the collection of said information, first a situational analysis of the business was carried out using the DOFA matrix where the weaknesses, opportunities, strengths and threats of the warehouse were known. Next, two surveys were carried out for clients and collaborators to identify their point of view regarding the organization and finally an interview was carried out with the owners of the business, designing the administrative and marketing strategies to achieve positioning in the market. After carrying out this study, it was confirmed that the Variety Marcela warehouse needs the reorganization of the shelves according to the lines they handle so that they have greater visualization and the customer service time is more efficient, it is also necessary to implement technological equipment such as: accounting and inventory and security cameras for continuous surveillance of the warehouse.
Description
Planear estrategias administrativas y de mercadeo para el posicionamiento del almacén
VARIEDADES MARCELA del municipio de Páez - Cauca.
Keywords
Posicionamiento, Estrategias administrativas, Estrategias de Mercadeo, Positioning, Administrative strategies, Marketing strategies