Citas bibligráficas
Valverde, D., (2023). La gestión comercial de cerveza basada en el cambio generacional en el nivel de ventas, Distribuidora Varhon SAC, La Libertad, 2019 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/34010
Valverde, D., La gestión comercial de cerveza basada en el cambio generacional en el nivel de ventas, Distribuidora Varhon SAC, La Libertad, 2019 [Tesis]. PE: Universidad Privada del Norte; 2023. https://hdl.handle.net/11537/34010
@misc{renati/437785,
title = "La gestión comercial de cerveza basada en el cambio generacional en el nivel de ventas, Distribuidora Varhon SAC, La Libertad, 2019",
author = "Valverde Morales, Denys Jonatan",
publisher = "Universidad Privada del Norte",
year = "2023"
}
The objective of the research was to show that commercial management based on generational change has a significant impact on the level of sales; This was achieved under a quasi-experimental design, made up of the geographical area of the coast (control group) and the highlands (experimental group) of La Libertad; In the case of the coast, sales level data was collected from November 2017 to December 2018, and in parallel, data from commercial management, as a basis for the diagnosis to undertake improvements in the sierra area, raising data from all the 2019 period. From the investigation it was concluded that determining the market segment, whose consumer profile is consistent with the characteristics of the product to be offered, is essential; This requires an understanding of generational change, that is, the set of activities or interests, opinions, lifestyle, customs or habits in general of consumers that have changed, and are changing as a result of social, political, economic factors, and especially technological; This approach must underlie commercial management actions, such as alliances between distributor and manufacturer, thus guaranteeing rapid entry into new markets; This should be supported by the respective investments in storage and logistics infrastructure, particularly highlighting the implementation of storage procedures, order care and routing plans, being key variables, time and costs; Obtaining as a result a greater efficiency in the use of resources, an increase in sales levels, and as a consequence higher profits or profits.
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