Estrategias de ventas para el reposicionamiento en el mercado de Tecnicentro El Rodante. Estudio de caso
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Fecha
2020
Autores
Barraza Ramos, Juliett Paola
Torres Londoño, Luz Mery
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Durante la última década, Tecnicentro el Rodante ha perdido el posicionamiento que tenía en el mercado automotriz de Barranquilla y su curva de demanda tiene pendiente negativa, siendo esta la principal problemática por la que atraviesa la empresa. Nació la idea de desarrollar estrategias que le permitieran al Rodante recobrar su posicionamiento y aumentar las ventas. Por tal motivo se elaboró el presente plan de acción, el cual consta de dos capítulos.
Se utilizó el método cualitativo, dado que se consideró necesario realizar entrevistas a los clientes para conocer la percepción que tienen ellos de tecnicentro el rodante, con las cuales se obtuvo información que permitió diseñar estrategias de ventas de precio, plaza, producto y promoción con las que se espera dar solución al problema y generar mayores ingresos a la empresa. Hacer descuentos por tiempos cortos y limitados, nuevos medios de financiación para los clientes, mayor uso de las nuevas tecnologías, ofertar nuevas marcas y reinventar la sala de espera son algunas de las estrategias que se proponen para alcanzar los objetivos planteados.
During the last decade Tecnicentro el Rodante has lost its brand positioning in Barranquilla city and its demand curve is downward sloping, this being the main problem that the enterprise goes through. Because of this, the idea of developing strategies that would allow to el Rodante to regain his positioning and increase sales was born. Therefore, we carry out an action plan that consists of two chapters. The qualitative method was considered, since it was considered necessary to carry out customer interviews to find out their perception about this place, with which we obtained information that allowed designing sales strategies for price, place, product and promotion, with which it's hoped to solve the problem and generate more income for the company. Making discounts for short and limited times, new means of financing for clients, greater use of new technologies, offer new brands and get modern the waiting room are some of the strategies proposed to achieve the stated objectives.
During the last decade Tecnicentro el Rodante has lost its brand positioning in Barranquilla city and its demand curve is downward sloping, this being the main problem that the enterprise goes through. Because of this, the idea of developing strategies that would allow to el Rodante to regain his positioning and increase sales was born. Therefore, we carry out an action plan that consists of two chapters. The qualitative method was considered, since it was considered necessary to carry out customer interviews to find out their perception about this place, with which we obtained information that allowed designing sales strategies for price, place, product and promotion, with which it's hoped to solve the problem and generate more income for the company. Making discounts for short and limited times, new means of financing for clients, greater use of new technologies, offer new brands and get modern the waiting room are some of the strategies proposed to achieve the stated objectives.
Descripción
Palabras clave
Estrategias de venta, Reposicionamiento, Tecnicentro el Rodante, Sales strategies, Repositioning
