Propuesta de un sistema de gestión comercial para generar ventajas competitivas en la Empresa INDUGRAF, para el mercado de impresiones de textos a nivel nacional, periodo 2014

Abstract

This research has the objective to achieve the commercial maturity of the organization, making a compendium of information from endogenous and exogenous data which support, enable and authorize the development of the study, as well as the creation of consistent processes with the objectives of change, relevant to the leverage of the company markets toward solid, growing and beneficial. This through a print service satisfier of needs, the price more appropriate, in the place and moments more timely with an appropriate message. In the market study found that there is a large percentage of unsatisfied demand, creating an opportunity for our organization and its insertion into this market. Conducting a technical study endogenous was determined that there are factors which are upgradeable and essential to generate competitive advantages of short and long term on the competition. Analyzing the marketing structure it considers to identify and establish strategies, policies and functional activities, based on terms of total quality; leading to carry out processes efficiently in order to satisfy the potential market. The results obtained in the studies confirm that implementation and development of the project, is completely viable since it is designed to improve the trade efficiency of this company and therefore increasing the profitability of it.