Bibliographic citations
Zumaeta, G., Araya, V. (2023). Reestructuración comercial aplicando las 7’p del marketing mix para mejorar la rentabilidad de una empresa de electrodomésticos de línea blanca [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/670161
Zumaeta, G., Araya, V. Reestructuración comercial aplicando las 7’p del marketing mix para mejorar la rentabilidad de una empresa de electrodomésticos de línea blanca [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/670161
@misc{renati/409515,
title = "Reestructuración comercial aplicando las 7’p del marketing mix para mejorar la rentabilidad de una empresa de electrodomésticos de línea blanca",
author = "Araya Rosas, Vida Alexandra",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
The major domestic appliance sector in Peru represents the second division with the highest income in the electrical segment. This sector, over the years, has achieved stability despite the circumstances that the market in general has suffered. Brands that compete within this have been challenged by changes in various factors that affect a person's purchasing decision. Such is the case of the Indurama company, which faced a large drop in its sales in 2022, causing a financial imbalance and therefore negative accumulated profitability for the year. For this reason, this work presents the development of the project that was based on three guidelines: the release of resources, the growth of the brand and customer satisfaction, for a restructuring in the way of work and processes in the commercial area of the company, under the 7Ps of the marketing mix. So brand loyalty and the purchasing decision are strengthened, and in effect, sales are increased to improve gross, operating and net profit. As a result, Indurama was able to significantly increase the proportion of its sales compared to the trend of 2022, and thus promote a better scope of generating a higher gross profit, a positive operating profit and a lower loss in profit net caused in the same period as previous years.
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