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Landeo, J., (2023). Propuesta de mejora en la segmentación comercial para Land Export Corporation SAC [Universidad del Pacífico]. https://hdl.handle.net/11354/3911
Landeo, J., Propuesta de mejora en la segmentación comercial para Land Export Corporation SAC []. PE: Universidad del Pacífico; 2023. https://hdl.handle.net/11354/3911
@misc{renati/240342,
title = "Propuesta de mejora en la segmentación comercial para Land Export Corporation SAC",
author = "Landeo Quispe, José María",
publisher = "Universidad del Pacífico",
year = "2023"
}
Title: Propuesta de mejora en la segmentación comercial para Land Export Corporation SAC
Authors(s): Landeo Quispe, José María
Advisor(s): Gálvez Paiba, Eliana
OCDE field: http://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: Mar-2023
Institution: Universidad del Pacífico
Abstract: El presente trabajo consiste en el desarrollo de una propuesta de mejora en la segmentación comercial para una empresa del sector textil de la categoría de confección, la cual ofrece sus productos bajo el modelo de ventas B2B a tiendas y boutiques del canal tradicional; y bajo el modelo de ventas B2C a sus consumidoras finales. Su característica diferenciadora principal con respecto a su competencia es la calidad representada en la tela y en el entalle del producto final que son apreciados por los clientes finales, sin embargo, actualmente enfrenta un problema crítico en la gestión de sus modelos de venta, lo que deriva en una alta dependencia con el modelo de ventas B2B. Como parte del desarrollo de la propuesta de mejora, primero se realizó un análisis interno y externo de la empresa, con la finalidad identificar los puntos críticos y las oportunidades a partir del análisis FODA de la empresa. El punto crítico en el modelo de ventas B2B es la ineficiente gestión de la información al momento de identificar a los clientes más importantes y en el modelo de ventas B2C es la falta de claridad al definir sus públicos objetivos. Por ello se implementaron planes de acción, para el modelo B2B se planteó el desarrollo de la gestión de las cuentas clave (KAM) y para el modelo B2C se definieron los mercados meta y se desarrollaron los Buyer Persona para cada marca.
This work consists of the development of a proposal to improve commercial segmentation for a company in the textile sector in the apparel category, which offers its products under the B2B sales model to stores and boutiques in the traditional channel; and under the B2C sales model to its end consumers. Its main differentiating characteristic with respect to its competitors is the quality represented in the fabric and in the final product's fit, which are appreciated by end customers; however, it is currently facing a critical problem in the management of its sales models, which results in a high dependence on the B2B sales model. As part of the development of the improvement proposal, first an internal and external analysis of the company was carried out to identify critical points and opportunities based on the company's SWOT analysis. The critical point in the B2B sales model is the inefficient management of information when identifying the most important customers, and in the B2C sales model it is the lack of clarity in defining its target audiences. Therefore, action plans were implemented; for the B2B model, the development of key account management (KAM) was proposed, and for the B2C model, target markets were defined, and Buyer Persona were developed for each brand.
This work consists of the development of a proposal to improve commercial segmentation for a company in the textile sector in the apparel category, which offers its products under the B2B sales model to stores and boutiques in the traditional channel; and under the B2C sales model to its end consumers. Its main differentiating characteristic with respect to its competitors is the quality represented in the fabric and in the final product's fit, which are appreciated by end customers; however, it is currently facing a critical problem in the management of its sales models, which results in a high dependence on the B2B sales model. As part of the development of the improvement proposal, first an internal and external analysis of the company was carried out to identify critical points and opportunities based on the company's SWOT analysis. The critical point in the B2B sales model is the inefficient management of information when identifying the most important customers, and in the B2C sales model it is the lack of clarity in defining its target audiences. Therefore, action plans were implemented; for the B2B model, the development of key account management (KAM) was proposed, and for the B2C model, target markets were defined, and Buyer Persona were developed for each brand.
Link to repository: https://hdl.handle.net/11354/3911
Discipline: Administración
Grade or title grantor: Universidad del Pacífico. Facultad de Ciencias Empresariales
Grade or title: Licenciado en Administración
Juror: Mayorga Gutiérrez, David; Prialé Valle, María Angela; Anticona Suarez, Erick Olson
Register date: 1-Jun-2023
This item is licensed under a Creative Commons License