Modelo estratégico y su impacto en la gestión comercial de una empresa PYME del sector automotriz

• Autores: Florián Castillo, Odar R., Zanabria Kou, Patricia, Deza Castillo, Juan M.
• Formato: artículo
• Fecha de Publicación: 2020
• Institución: Universidad Privada del Norte
• Repositorio: UPN-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.upn.edu.pe:11537/35869
• Enlace del recurso: https://hdl.handle.net/11537/35869
• Nivel de acceso: acceso abierto
• Materia: Modelo estratégico; Planeamiento estratégico; Gestión comercial; Mejora continua; Strategic model; Strategic planning; https://purl.org/pe-repo/ocde/ford#2.11.00

The objective of the research was to determine the impact of a strategic model on the commercial management of an Pyme company in the automotive sector. The study was preexperimental pre-test and post-test. The population being 9277 customers and 34513 sales records. A reliable questionnaire (Cronbach's Alpha of 0.883) and validated by expert judgment was applied to 137 clients. The financial statements showed deficiencies in: use of resources, innovation in sales techniques and interaction with the client; impacting business management. The strategies developed considered internal and external analysis, aligning them to the fulfillment of six strategic objectives of the company. The average monthly purchase increased from S / 442838 to s / 492644, increasing by 11.2%. The average purchase ticket went from S / 101.0 to S / 116.1 with an increase of 14.9%. The NPV was 200363, the IRR of 190.72% and a B / C 1.14 index demonstrating the financial economic viability of the strategic model implemented. The hypothesis test using the Mann-Whitney U determined that the median monthly sales revenue has a significant difference (p = 0.00 <0.05) between traditional management versus management with the strategic model implemented in the company