The objective of the research was to formulate strategies aimed at attracting clients for a Mype of the commercial sector dedicated to the commercialization of basic food products. The study was prospective. A reliable questionnaire (Cronbach's Alpha of 0.868) and validated by expert judgment was applied to 20 frequent clients sampled for convenience. The main problems encountered were: the lack of use of technologies, the lack of knowledge about strategies and the strong competition that the company faces. Finally, the internal and external analysis strategies were formulated: to provide additional services to clients by frequency of purchase and recommendations; implementation of digital media for advertising and sales, carry out a campaign of low-demand products, recovering the investment or obtaining slight profits; implement resources to avoid contagion in the sale process (seller -...

The objective of the research was to design a commercial management model for the brand awareness of an SME company in the Footwear Sector, of the city of Trujillo- Peru in 2021 in the context of COVID-19. The work methodology according to the approach is mixed, applied, prospective. Information gathering techniques from documentary analysis, observation of processes, interviews with the general manager and sales manager. A reliable questionnaire (Cronbach's Alpha of 0.811) and validated by expert judgment was applied to 40 clients (convenience sampling). The study was developed in three phases: Phase 1 - Strategic Formulation and Planning, with the analysis of the organizational culture, internal and external analysis, commercial analysis, Phase 2 - Strategic design, with the approach of 7 objectives and 8 strategic initiatives and Phase 3 - Evaluation and strategic monitoring, with the...

The objective of the research was to design a process management model for competitiveness in an MSE in the Hotel Sector against COVID-19. The methodology used is prospective-descriptive, a questionnaire reliable (Cronbach's Alpha with 0.736) and validated in the opinion of experts was applied to 27 clients (convenience sampling) and collaborators. The company complies with what is necessary, however, they do not exceed the expectations of their clients, due to the absence of good practices in process management. A new process management model was developed, analyzing the hotel internally and externally, the activities of the reservation process were detailed, their characterization and indicator sheet for the process under evaluation. Concluding that the company is strong internally with 2.64 in the EFI matrix and 2.67 in the EFE matrix, which means a favorable environment, therefore 12...

La presente investigación tuvo como objetivo identificar los factores de interés de los productores agropecuarios del Centro Poblado “El Tesoro”, para un modelo de Asociatividad en el año 2017. La investigación fue No experimental, transversal. Se aplicó una encuesta a 31 productores agropecuarios, usando como instrumento el cuestionario validado y confiable. Los factores promotores de la asociatividad con una correlación significativa en el nivel 0,01 bilateral son: a) Confianza en los asociados, b) Disposición al Cambio o nuevas formas de hacer negocios c) Disposición para compartir recursos, costos, riesgos, d) Acceso a la Información sobre el negocio. Con coeficientes de Correlación de Pearson de: 0.530**, 0.498**, 0.498** y 0.486** respectivamente. Además, con una correlación significativa en el nivel 0,05 (bilateral) los factores de: a) Valores compartidos con los a...

El presente trabajo de fin de Máster busca contextualizar el sector textil peruano dentro de las exportaciones no tradicionales, determinando las tendencias de los mercados globales y las potencialidades del sector para consolidar su nivel de internacionalización desde el punto de vista del Marketing Global, dada la coyuntura de la crisis económica mundial. En primer término, se analizará el desenvolvimiento de las exportaciones peruanas de textiles y confecciones durante los últimos años, el impacto económico de las mismas en el sector manufactura y su contribución a nivel de PBI nacional. En segundo lugar, propone algunas estrategias de marketing, que serán de utilidad para consolidar el crecimiento del sector textil peruano, con miras a profundizar su nivel de internacionalización que garantice su futuro en un mundo globalizado en base a ventajas competitivas tanto de mater...