Requerimientos tecnológicos para el diseño de una tienda Cash and Carry en la comercializadora mayorista ITH Villa Clara
Fecha
2021-12
Autores
Vázquez García, Diana Rosa
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
El presente trabajo se desarrolló en la Comercializadora Mayorista ITH Villa Clara con el
objetivo de conocer los requerimientos tecnológicos necesarios para el diseño de una tienda
con modalidad de servicio Cash and Carry. La principal motivación para el desarrollo de la
investigación estuvo basada en el incremento de las nuevas formas de gestión no estatal
en la cartera de clientes de la sucursal que en los últimos tiempos se han insertado,
posicionándose como principal segmento de mercado atendido, llevando al aumento de las
operaciones logísticas y comerciales. En el tema propuesto se realizó un análisis de los
elementos teóricos y técnicos que constituyen el marco referencial de la investigación, así,
se caracterizó a la sucursal y se realizó un diagnóstico del sistema logístico donde se
pudieron determinar y jerarquizar los fundamentales problemas que inciden negativamente
en la actividad de servicio al cliente, ya que en todas las empresas cubanas a partir de las
exigencias aplicadas por el perfeccionamiento empresarial, se requieren de procesos
estratégicamente establecidos para su buen y rentable funcionamiento. Esto marca las
pautas en el análisis de los cambios que deberán realizarse para mejorar la eficacia y
eficiencia en todas las áreas, permitiendo a la entidad mejorar el nivel de satisfacción del
cliente. Al utilizarse una serie de métodos y técnicas descritos posteriormente, se llega a la
determinación de todos los requerimientos necesarios para la prestación de un servicio con
las características de paga y lleva, siendo la posible solución para brindar una óptima
respuesta al cliente.
This work was developed at the ITH Villa Clara Wholesale Marketing Company with the aim of knowing the technological requirements necessary for the design of a store with Cash and Carry service modality. The main motivation for the development of the research was based on the increase in new forms of non-state management in the branch's client portfolio that in recent times have been inserted, positioning itself as the main market segment served, leading to the increase of logistics and commercial operations. In the proposed topic, an analysis of the theoretical and technical elements that constitute the reference framework of the research was carried out, thus, the branch was characterized and a diagnosis of the logistics system was carried out where it was possible to determine and rank the fundamental problems that negatively affect in the customer service activity, since in all Cuban companies, based on the requirements applied by business improvement, strategically established processes are required for their proper and profitable operation. This sets the guidelines in the analysis of the changes that must be made to improve effectiveness and efficiency in all areas, allowing the entity to improve the level of customer satisfaction. By using a series of methods and techniques described later, it is possible to determine all the necessary requirements for the provision of a service with the characteristics of pay and carry, being the possible solution to provide an optimal response to the client.
This work was developed at the ITH Villa Clara Wholesale Marketing Company with the aim of knowing the technological requirements necessary for the design of a store with Cash and Carry service modality. The main motivation for the development of the research was based on the increase in new forms of non-state management in the branch's client portfolio that in recent times have been inserted, positioning itself as the main market segment served, leading to the increase of logistics and commercial operations. In the proposed topic, an analysis of the theoretical and technical elements that constitute the reference framework of the research was carried out, thus, the branch was characterized and a diagnosis of the logistics system was carried out where it was possible to determine and rank the fundamental problems that negatively affect in the customer service activity, since in all Cuban companies, based on the requirements applied by business improvement, strategically established processes are required for their proper and profitable operation. This sets the guidelines in the analysis of the changes that must be made to improve effectiveness and efficiency in all areas, allowing the entity to improve the level of customer satisfaction. By using a series of methods and techniques described later, it is possible to determine all the necessary requirements for the provision of a service with the characteristics of pay and carry, being the possible solution to provide an optimal response to the client.
Descripción
Palabras clave
Turismo, Comercializadora mayoristas, Servicio al cliente, Sistema logístico