Bibliographic citations
Gutierrez, G., Moran, C. (2024). Propuesta de estrategia de desarrollo para incrementar las ventas y cobertura rentablemente en una empresa de distribución de consumo masivo en Lima en el año 2024 [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/683870
Gutierrez, G., Moran, C. Propuesta de estrategia de desarrollo para incrementar las ventas y cobertura rentablemente en una empresa de distribución de consumo masivo en Lima en el año 2024 [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/683870
@misc{renati/1300878,
title = "Propuesta de estrategia de desarrollo para incrementar las ventas y cobertura rentablemente en una empresa de distribución de consumo masivo en Lima en el año 2024",
author = "Moran Avila, Coraima Marinela",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
This study was developed in three parts. The first part identifies the problem in a company that distributes mass consumption products, through the analysis of the route map to the market. Within it, the dependence on the traditional wholesale channel is determined, which is in the process of being displaced by the horizontal channel (warehouses and market stalls). In the second part, the solution alternatives to the problem defined in chapter 1 are developed, which were evaluated and validated through the Integrated SWOT Matrix and the Strategic Position and Action Evaluation Matrix (PEYEA). These alternatives are the development of the horizontal channel, renegotiating with suppliers to mitigate the price conflict, adding lines to the private label portfolio and implementing the go to market. In the third part, the strategy consisting of the development of a horizontal channel complemented with the application of the go to market and the addition of lines in the private label portfolio with the respective execution plan through the Balance Scorecard and organizational change is selected.
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