Modelo para la gestión de la comercialización en la Empresa Comercializadora del SIME DIVEP VC.
Fecha
2011-07-20
Autores
Suárez González, Anabel
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La necesaria inserción de Cuba en el mercado internacional, unido a los cambios acaecidos en el mercado interno exige a las empresas la utilización de una filosofía empresarial donde el cliente sea el centro. Constituyendo el perfeccionamiento de la gestión comercial un medio eficiente y eficaz para influir en el aprovechamiento racional de los recursos, ajustados a las necesidades y deseos de los consumidores, que permitan el crecimiento de la satisfacción de las necesidades sociales. En correspondencia con lo anterior, la presente tesis aborda el problema de la gestión de la comercialización en la Empresa Comercializadora del SIME DIVEP Villa Clara, mediante el diseño y aplicación de un modelo conceptual. El documento de la tesis incluye un estudio bibliográfico con el objetivo de elaborar el marco teórico o referencial sobre la gestión comercial en las organizaciones, así como de las tendencias actuales en este campo; mostrando además una caracterización general de la
empresa, destacándose las insuficiencias que presenta en la gestión comercial, a partir de la aplicación de un procedimiento de diagnóstico, donde se aplican técnicas fundamentalmente cualitativas, como entrevistas, revisión de documentos y análisis grupal. Se diseña e implementa un modelo conceptual para la gestión de la comercialización, integrado por un conjunto de etapas, donde se rediseña la estrategia, se diseña el proceso y se redefine la estructura. Finalmente, se muestra la validación del modelo mediante la aplicación al objeto de estudio práctico y el criterio de expertos.
The necessary insert of Cuba in the international market, together to the changes happened in the internal market demands to the companies the use of a managerial philosophy where the client is the center. Constituting the improvement of the commercial management a half efficient and effective one to influence in the rational use of the resources, adjusted to the necessities and the consumers' desires that allow the growth of the satisfaction of the social necessities. In correspondence with the above-mentioned, the present thesis approaches the problem of the management of the commercialization in the Company Comercializadora of SIME DIVEP Villa Clara, by means of the design and application of a conceptual model. The document of the thesis includes a bibliographical study with the objective of elaborating the theoretical mark or referencial on the commercial management in the organizations, as well as of the current tendencies in this field; also showing a general characterization of the company, standing out the inadequacies that it presents in the commercial management, starting from the application of a diagnosis procedure, where they are applied technical fundamentally qualitative, like interviews, revision of documents and analysis grupal. It is designed and a conceptual model implements for the management of the commercialization, integrated by a group of stages, where the strategy is redrawn, the process is designed and the structure is redefined. Finally, the validation of the pattern is shown by means of the application to the object of practical study and the approach of experts.
The necessary insert of Cuba in the international market, together to the changes happened in the internal market demands to the companies the use of a managerial philosophy where the client is the center. Constituting the improvement of the commercial management a half efficient and effective one to influence in the rational use of the resources, adjusted to the necessities and the consumers' desires that allow the growth of the satisfaction of the social necessities. In correspondence with the above-mentioned, the present thesis approaches the problem of the management of the commercialization in the Company Comercializadora of SIME DIVEP Villa Clara, by means of the design and application of a conceptual model. The document of the thesis includes a bibliographical study with the objective of elaborating the theoretical mark or referencial on the commercial management in the organizations, as well as of the current tendencies in this field; also showing a general characterization of the company, standing out the inadequacies that it presents in the commercial management, starting from the application of a diagnosis procedure, where they are applied technical fundamentally qualitative, like interviews, revision of documents and analysis grupal. It is designed and a conceptual model implements for the management of the commercialization, integrated by a group of stages, where the strategy is redrawn, the process is designed and the structure is redefined. Finally, the validation of the pattern is shown by means of the application to the object of practical study and the approach of experts.
Descripción
Palabras clave
Empresa Comercializadora del SIME DIVEP Villa Clara, Mercado Interno, Gestión, Comercio