Estrategia de Marketing en la empresa VILLALCO de Santa Clara.
Fecha
2017-07-21
Autores
Marrero Peralta, Manuel Antonio
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Editor
Universidad Central ‘‘Marta Abreu’’ de Las Villas. Facultad de Ingeniería Mecánica e Industrial. Departamento de Ingeniería Industrial
Resumen
El escenario en el que hoy compiten las empresas está condicionado por un mercado complejo y es el marketing, la función encargada de definir la mejor forma de satisfacer las necesidades y demandas de los públicos, de una manera competitiva y rentable para las empresas. Las organizaciones reconocen cada día más, la contribución del enfoque de la mercadotecnia a la mejora de sus resultados en el mercado, cuestión que no pasa inadvertida para las organizaciones cubanas. La necesaria inserción de estas en el mercado internacional, unido a las exigencias del mercado interno requiere del empleo de una filosofía empresarial donde el cliente sea el centro. El presente trabajo está dirigido a aplicar una estrategia de marketing para introducir mejoras en el subsistema comercial de la Empresa de carpintería de aluminio Villalco de Villa Clara, permitiendo establecer criterios útiles a los efectos de la toma de decisiones. En la presente investigación se utilizaron técnicas y herramientas de búsqueda y tratamiento de información tales como: la entrevista, la observación y el análisis documental, herramientas de producción para conocer las insuficiencias respecto al tema en cuestión para consolidar y fortalecer el sistema de trabajo. El desarrollo del mismo aporta a la entidad la concepción específica de una estrategia que puede ser generalizada a otras entidades similares y la contribución con la aplicación al aumento de los niveles en el funcionamiento de la actividad.
Today’s scenario, where companies compete in, is conditioned by a complex market and it is the marketing, the entrusted function of defining the best way of meeting the public’s needs and demands, in a competitive and profitable way for the companies. The institutions acknowledge even more, every day, the contribution of the marketing’s approach to the improvement of its results on the market, issue that does not happen unnoticed for the Cubans organizations. These necessary insertion on the international market, along with the demands of the internal market requires the use of an entrepreneurial philosophy where the customer is the center of attention. The present work is intended to design a strategy of marketing to introduce improvements in the commercial subsystem of the Company of carpentry of aluminum “Villalco” in Villa Clara, allowing to establish useful criteria for the decision making process. In this research they were used techniques and tools for the search and treatment of information such as: interviews, the observation and the documentary analysis, tools of production to know the insufficiencies related to the theme of investigation to consolidate and strengthen the work system. The development of the research contribute with the specific conception of a strategy that can be generalized to another similar entities and the contribution with the application to the entity to the increase the levels in the activities performances.
Today’s scenario, where companies compete in, is conditioned by a complex market and it is the marketing, the entrusted function of defining the best way of meeting the public’s needs and demands, in a competitive and profitable way for the companies. The institutions acknowledge even more, every day, the contribution of the marketing’s approach to the improvement of its results on the market, issue that does not happen unnoticed for the Cubans organizations. These necessary insertion on the international market, along with the demands of the internal market requires the use of an entrepreneurial philosophy where the customer is the center of attention. The present work is intended to design a strategy of marketing to introduce improvements in the commercial subsystem of the Company of carpentry of aluminum “Villalco” in Villa Clara, allowing to establish useful criteria for the decision making process. In this research they were used techniques and tools for the search and treatment of information such as: interviews, the observation and the documentary analysis, tools of production to know the insufficiencies related to the theme of investigation to consolidate and strengthen the work system. The development of the research contribute with the specific conception of a strategy that can be generalized to another similar entities and the contribution with the application to the entity to the increase the levels in the activities performances.
Descripción
Palabras clave
Estrategia de Marketing, Mercadotecnia, Empresa de Carpintería de Aluminio Villalco, Villa Clara