Citas bibligráficas
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Bautista, M., Mendoza, A. (2024). Caso de Estudio: Maco Perú S.A.C. [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/674216
Bautista, M., Mendoza, A. Caso de Estudio: Maco Perú S.A.C. [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/674216
@misc{renati/1298206,
title = "Caso de Estudio: Maco Perú S.A.C.",
author = "Mendoza Paredes, Almendra Rubi",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
Título: Caso de Estudio: Maco Perú S.A.C.
Otros títulos: Case: Maco Perú S.A.C.
Asesor(es): Vera Rodríguez, Rocío Jenny
Palabras clave: Estrategias de marketing digital; Matriz EFI y EFE; Análisis financiero; Análisis FODA; Community manager; ROI; Diagrama de ishikawa; Cadena de valor; Apalancamiento financiero; Digital Marketing strategies; KPI'; EFI and EFE Matrix; Financial analysis; SWOT Analysis; Community manager; Ishikawa diagram; Value chain; Financial leverage
Campo OCDE: https://purl.org/pe-repo/ocde/ford#5.02.04; https://purl.org/pe-repo/ocde/ford#5.00.00
Fecha de publicación: 8-jul-2024
Institución: Universidad Peruana de Ciencias Aplicadas (UPC)
Resumen: El presente trabajo tiene como objetivo principal estudiar el problema de la reducción de ventas que viene afrontando Maco Perú S.A.C en los últimos dos años 2022 y 2023. La empresa tiene como desafíos la recesión económica, extorsiones y estafas que desencadenaron una serie de consecuencias que impactaron de manera negativa en la organización. Asimismo, se encontraron que las principales causas raíz fueron la falta de personal en el área de ventas y marketing, seguido de la falta de recursos financieros y por último la falta de estrategias de medición y marketing digital. Mediante una evaluación exhaustiva y en alineamiento con los objetivos de la empresa que buscan aumentar las ventas se propusieron tres alternativas; entre las estrategias propuestas y analizadas fueron marketing digital para conseguir eficiencia comercial, seguimiento de indicadores claves de rendimiento de ventas y apalancamiento financiero. Por último, la propuesta más viable de implementar y que a su vez se encuentre alineada con los objetivos de la empresa es la estrategia de marketing digital que permitirá a la empresa conseguir sus objetivos en un corto plazo.
The main objective of this work is to study the problem of sales reduction that Maco Perú S.A.C has been facing in the last two years, 2022 and 2023. The company's challenges are the economic recession, extortions and scams that triggered a series of consequences that impacted negatively in the organization. Likewise, it was found that the main root causes were the lack of personnel in the sales and marketing area, followed by the lack of financial resources and finally the lack of measurement and digital marketing strategies. Through a thorough evaluation and in alignment with the company's objectives that seek to increase sales, three alternatives were proposed; Among the strategies proposed and analyzed were digital marketing to achieve commercial efficiency, monitoring of key sales performance indicators and financial leverage. Finally, the most viable proposal to implement and which is in turn aligned with the company's objectives is the digital marketing strategy that will allow the company to achieve its objectives in the short term.
The main objective of this work is to study the problem of sales reduction that Maco Perú S.A.C has been facing in the last two years, 2022 and 2023. The company's challenges are the economic recession, extortions and scams that triggered a series of consequences that impacted negatively in the organization. Likewise, it was found that the main root causes were the lack of personnel in the sales and marketing area, followed by the lack of financial resources and finally the lack of measurement and digital marketing strategies. Through a thorough evaluation and in alignment with the company's objectives that seek to increase sales, three alternatives were proposed; Among the strategies proposed and analyzed were digital marketing to achieve commercial efficiency, monitoring of key sales performance indicators and financial leverage. Finally, the most viable proposal to implement and which is in turn aligned with the company's objectives is the digital marketing strategy that will allow the company to achieve its objectives in the short term.
Enlace al repositorio: http://hdl.handle.net/10757/674216
Disciplina académico-profesional: Administración y Marketing
Institución que otorga el grado o título: Universidad Peruana de Ciencias Aplicadas (UPC). Facultad de Negocios
Grado o título: Licenciado en Marketing
Jurado: Sánchez Gomez, Corina Mercedes; Sifuentes Torero, Emerson Jack
Fecha de registro: 30-jul-2024
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