TY - GEN
T1 - Modelo de Gestión Comercial para la Recordación de Marca en una Empresa PYME del Sector Calzado
T2 - 1st LACCEI International Multi-Conference on Entrepreneurship, Innovation, and Regional Development: Ideas to Overcome and Emerge from the Pandemic Crisis, LEIRD 2021
AU - Castillo, Odar R.Florián
AU - Medina, Claudia N.Flores
N1 - Publisher Copyright:
© 2021 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2021
Y1 - 2021
N2 - 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 design of the Balanced Scorecard with performance evaluation indicators. Finally, a total investment of S / 76,530 was determined with an annual cost of S / 71,020 in 4 years of the project duration with a positive NPV of S / 173,598.16, IRR of 87% higher than the rate used and a B / C ratio of 1.58, which demonstrates the economic impact and positive viability of the implementation of the designed model in the company under study.
AB - 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 design of the Balanced Scorecard with performance evaluation indicators. Finally, a total investment of S / 76,530 was determined with an annual cost of S / 71,020 in 4 years of the project duration with a positive NPV of S / 173,598.16, IRR of 87% higher than the rate used and a B / C ratio of 1.58, which demonstrates the economic impact and positive viability of the implementation of the designed model in the company under study.
KW - Covid-19.
KW - brand awareness
KW - business management
KW - management model
KW - strategic objective
UR - http://www.scopus.com/inward/record.url?scp=85137703353&partnerID=8YFLogxK
U2 - 10.18687/LEIRD2021.1.1.10
DO - 10.18687/LEIRD2021.1.1.10
M3 - Contribución a la conferencia
AN - SCOPUS:85137703353
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - 1st LACCEI International Multi-Conference on Entrepreneurship, Innovation, and Regional Development
A2 - Larrondo Petrie, Maria M.
A2 - Zapata Rivera, Luis Felipe
A2 - Aranzazu-Suescun, Catalina
Y2 - 9 December 2021 through 10 December 2021
ER -