Estrategias de marketing para el mejoramiento de las ventas y la productividad de la Empresa Yanbal en el cantón El Triunfo

Abstract

The present research work has the general objective of evaluating the most appropriate marketing strategies that contribute to improving the sales and productivity of the Yanbal Company in the El Triunfo canton. To achieve the stated objective, specific objectives were set that allowed gathering all the sufficient and pertinent information to arrive at the final proposal. It is a research with a mixed approach, because the survey and the interview are used as collection instruments. In this regard, the survey was conducted with personnel from the cosmetics company, specifically 184 independent salespeople of the company, and the interview was conducted with four sales directors. According to the results obtained, it was possible to specify some marketing strategies that would serve as alternatives to increase sales and the productivity of sellers. To select the most appropriate strategies, the IGO technique was applied, which allowed us to know the importance and governance of the strategies, achieving the Urgent status of five strategies that were raised in the final proposal. As a conclusion of the research, part of the aspects that affect the motivation and productivity of the sellers are the commissions generated by sales, the logistical and field support that the company can provide, training is also shown as a fundamental aspect in the motivation, and the support that the sales managers can give to the work team in the achievement of the established objectives.