Bibliographic citations
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Vereau, C., Medina, F., Maguiña, J., Quispe, J. (2022). Business consulting report para la firma Advisors Holding S.A.C. [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/22320
Vereau, C., Medina, F., Maguiña, J., Quispe, J. Business consulting report para la firma Advisors Holding S.A.C. []. PE: Pontificia Universidad Católica del Perú; 2022. http://hdl.handle.net/20.500.12404/22320
@mastersthesis{renati/19839,
title = "Business consulting report para la firma Advisors Holding S.A.C.",
author = "Quispe Quijano, Jose Antonio",
publisher = "Pontificia Universidad Católica del Perú",
year = "2022"
}
Title: Business consulting report para la firma Advisors Holding S.A.C.
Authors(s): Vereau Merino, Carmen Alejandra; Medina Llerena, Francisco Alejandro; Maguiña Bello, Jossy Catherine; Quispe Quijano, Jose Antonio
Advisor(s): Agüero Olivos, Carlos Eduardo
Keywords: Consultores de empresas--Planificación estratégica; COVID-19 (Enfermedad); Transformación digital; Marketing; Empresas--Perú
OCDE field: https://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 11-May-2022
Institution: Pontificia Universidad Católica del Perú
Abstract: Los avances digitales que se han dado en los últimos años han cambiado los hábitos
de compra de las personas, lo cual los ha llevado a que pasen un mayor tiempo en las
plataformas online. Ello, aunado a los efectos de la pandemia por la COVID-19, ha
conducido a que las empresas prioricen con más énfasis su transformación digital para poder
conectar sus marcas con sus audiencias digitales. Bajo ese marco, el presente proyecto de
investigación ha elaborado un Business Consulting Report para la firma Advisors Holding
S.A.C., especializada en brindar servicios de marketing y publicidad, contando con
instalaciones en Santiago de Surco, Lima, Perú.
El presente Business Consulting, tiene como finalidad implementar una alternativa de
solución que fomente un incremento en la rentabilidad de la empresa; para ello, se realizó un
análisis del entorno interno y externo y se identificaron las causas que afectan el problema
principal de la inadecuada gestión contable y financiera, a través del uso del Diagrama de
Ishikawa. De esta manera, se identificaron cinco aspectos relacionados al problema principal:
(a) el Balanced Scorecard, (b) el CRM, (c) el planeamiento financiero, (d) el sistema de
costos y (e) la gestión por procesos. En ese sentido, las soluciones se plantearon respecto a
los cinco aspectos mencionados con la finalidad de alcanzar los objetivos establecidos para la
empresa.
Bajo ese marco, la inserción de un CRM debería incrementar sosteniblemente los
ingresos por ventas tomando en cuenta el potencial del negocio (de S/421,114.00 el 2020 a
S/4.272,443.00 al 2026), sostener un mapeo de procesos y flujogramas incidirá en la
eficiencia operativa, contar con un sistema de costeo por órdenes de trabajo ocasionaría un
ahorro en los costos de ventas (de 32.25% el 2021 a 31.1% al 2026 como parte de los
ingresos por ventas), poner en ejecución el planeamiento financiero conllevaría a cuantiosas
utilidades (de -S/2,642.00 el 2020 a S/829,599.00 al 2026) que aporten al crecimiento de la
organización según la política de reinversión del negocio y, por último, monitorear a la
empresa por medio del Balanced Scorecard asegurará que las desviaciones de las
proyecciones financieras resulten en las menores cifras posibles en el largo plazo.
The digital advances that have occurred in recent years have changed people's purchasing habits, which has led them to spend more time on online platforms. This, coupled with the effects of the COVID-19 pandemic, has led companies to prioritize their digital transformation more emphatically in order to connect their brands with their digital audiences. Under this framework, this research project has developed a Business Consulting Report for the firm Advisors Holding S.A.C., which is specialized in providing marketing and advertising services, with facilities in Santiago de Surco, Lima, Peru. The purpose of this Business Consulting is to implement an alternative solution that promotes an increase in the profitability of the company; For this, an analysis of the internal and external environment was carried out and the causes that failed the main problem of defective accounting and financial management were identified, through the use of the Ishikawa Diagram. In this way, five aspects related to the main problem were identified: (a) the Balanced Scorecard, (b) the CRM, (c) financial planning, (d) the cost system and (e) process management. In that, the solutions were proposed with respect to the five aspects mentioned in order to achieve the objectives established for the company. Under this framework, the insertion of a CRM should sustainably increase sales revenue taking into account the business potential (from S/421,114.00 in 2020 to S/4,272,443.00 in 2026), maintaining a mapping of processes and flowcharts will affect the operational efficiency, having a work order costing system would cause savings in sales costs (from 32.25% in 2021 to 31.1% in 2026 as part of sales revenue), implementing financial planning would lead to substantial profits (from -S/2,642.00 in 2020 to S/829,599.00 in 2026) that contribute to the growth of the organization according to the business reinvestment policy and, finally, monitoring the company through the Balanced Scorecard will ensure that deviations from the financial projections result in the lowest possible figures in the long term.
The digital advances that have occurred in recent years have changed people's purchasing habits, which has led them to spend more time on online platforms. This, coupled with the effects of the COVID-19 pandemic, has led companies to prioritize their digital transformation more emphatically in order to connect their brands with their digital audiences. Under this framework, this research project has developed a Business Consulting Report for the firm Advisors Holding S.A.C., which is specialized in providing marketing and advertising services, with facilities in Santiago de Surco, Lima, Peru. The purpose of this Business Consulting is to implement an alternative solution that promotes an increase in the profitability of the company; For this, an analysis of the internal and external environment was carried out and the causes that failed the main problem of defective accounting and financial management were identified, through the use of the Ishikawa Diagram. In this way, five aspects related to the main problem were identified: (a) the Balanced Scorecard, (b) the CRM, (c) financial planning, (d) the cost system and (e) process management. In that, the solutions were proposed with respect to the five aspects mentioned in order to achieve the objectives established for the company. Under this framework, the insertion of a CRM should sustainably increase sales revenue taking into account the business potential (from S/421,114.00 in 2020 to S/4,272,443.00 in 2026), maintaining a mapping of processes and flowcharts will affect the operational efficiency, having a work order costing system would cause savings in sales costs (from 32.25% in 2021 to 31.1% in 2026 as part of sales revenue), implementing financial planning would lead to substantial profits (from -S/2,642.00 in 2020 to S/829,599.00 in 2026) that contribute to the growth of the organization according to the business reinvestment policy and, finally, monitoring the company through the Balanced Scorecard will ensure that deviations from the financial projections result in the lowest possible figures in the long term.
Link to repository: http://hdl.handle.net/20.500.12404/22320
Discipline: Administración Estratégica de Empresas
Grade or title grantor: Pontificia Universidad Católica del Perú. CENTRUM
Grade or title: Maestro en Administración Estratégica de Empresas
Juror: Igor Leopoldo Loza Geldres; Daniel Eduardo Guevara Sanchez; Carlos Eduardo Agüero Olivos
Register date: 11-May-2022
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