Estrategia Comercial para la Tienda Caracol Los Caneyes. 2013-2015
Fecha
2013-06-24
Autores
Castros Rodríguez, María Teresa
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Las empresas de comercio minorista tienen un gran impacto en el suministro de
productos de consumo a los turistas, convirtiéndose en un escaparate de productos
propios, autóctonos, representativos de cada cultura. La Sucursal Comercial Caracol Villa Clara comercializa mercancías en zonas de alta significación para el turismo con elevado nivel de especialización y de calidad. En este sentido, uno de los instrumentos útiles que permite proyectar la gestión que llevan a cabo estos esta
blecimientos en el mediano plazo, es la estrategia comercial; la cual constituye la guía que le permite analizar sistemáticamente la relación de su organización con el entorno y la reflexión sobre los resultados que se pueden esperar de la aplicación de diferentes medios de acción, adecuadamente combinados al efecto. La propuesta de una estrategia de comercialización en la tienda Los Caneyes, de la Sucursal Caracol Villa Clara permitirá contar con una herramienta de trabajo esencial para su gestión comercial, que garantice la definición de alternativas viables para hacer frente a la situación actual en correspondencia con las
exigencias actuales de sus clientes y los retos que debe enfrentar la empresa.
Por tanto el resultado principal de esta investigación, es la propuesta de una estrategia, que se desarrolla sobre la base del procedimiento de González (2002).
Para llevar a término esta investigación se tuvo en cuenta aspectos esenciales como la misión y la visión de la empresa, así como técnicas de recopila ción de información estudiadas. La propuesta de esta estrategia de comercialización se encuentra lista para su implementación.
Retail companies have a major impact on the supply of consumer goods to tourists, becoming a showcase of products themselves, indigenous, representative of each culture. The Commercial Branch of Villa Clara Caracol company sells goods in areas of high significance for tourism with a high level of expertise and quality. In this sense, one of the useful tools to project management conducting these establishments in the medium term, commercial strategy, which also guides to analyze systematically the relationship of the organization with the environment and the reflection on the results that can be expected from the application of different modes of action, properly combined to effect. The proposed marketing strategy in the store's Caneyes Villa Clara´s Caracol Branch will have an essential working tool for business management, to ensure the definition of viable alternatives to address the current situation in correspondence with the current requirements of its customers and challenges facing the company. Thus the main result of this research is the proposal of a strategy, which is developed on the basis of the method of González (2002). To carry out this research was considered essential as the mission and vision of the company and information gathering techniques studied. The proposal of this marketing strategy is ready for implementation.
Retail companies have a major impact on the supply of consumer goods to tourists, becoming a showcase of products themselves, indigenous, representative of each culture. The Commercial Branch of Villa Clara Caracol company sells goods in areas of high significance for tourism with a high level of expertise and quality. In this sense, one of the useful tools to project management conducting these establishments in the medium term, commercial strategy, which also guides to analyze systematically the relationship of the organization with the environment and the reflection on the results that can be expected from the application of different modes of action, properly combined to effect. The proposed marketing strategy in the store's Caneyes Villa Clara´s Caracol Branch will have an essential working tool for business management, to ensure the definition of viable alternatives to address the current situation in correspondence with the current requirements of its customers and challenges facing the company. Thus the main result of this research is the proposal of a strategy, which is developed on the basis of the method of González (2002). To carry out this research was considered essential as the mission and vision of the company and information gathering techniques studied. The proposal of this marketing strategy is ready for implementation.
Descripción
Palabras clave
Estrategia Comercial, Comercio Minorista, Gestión Comercial, Planeación