TY - GEN
T1 - Propuesta de mejora del área comercial según teoría Marketing Digital para incrementar ventas de calzados en MYPE, Trujillo 2021
AU - Greta Maricarmen, Paredes Gil
AU - Adrianzén, Miguel Enrique Alcalá
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023
Y1 - 2023
N2 - The present research had as a general objective to determine how the proposal to improve the commercial area according to Social Marketing theory, CRM, Visual Merchandising and Network marketing influences the sales of footwear in MSE, Trujillo 2021. It began with the diagnosis of the commercial area through the application of a virtual interview. The information obtained was analyzed, and with the help of the FODA matrix and the Ishikawa Diagram, it was determined that the MSE presented economic losses in the commercial area, whose root causes were determined: low profitability of advertising, insufficient delivery service and lost sales due to excessive response time. Based on this, Digital Marketing tools were proposed: Visual Merchandising, CRM, Network Marketing, Social Media Marketing, the time study of the area's operations and the Montecarlo simulation. Finally, it was obtained as a result that the improvement proposal was positive, obtaining an increase in sales valued at $90,579 and a B/C of 7.8.
AB - The present research had as a general objective to determine how the proposal to improve the commercial area according to Social Marketing theory, CRM, Visual Merchandising and Network marketing influences the sales of footwear in MSE, Trujillo 2021. It began with the diagnosis of the commercial area through the application of a virtual interview. The information obtained was analyzed, and with the help of the FODA matrix and the Ishikawa Diagram, it was determined that the MSE presented economic losses in the commercial area, whose root causes were determined: low profitability of advertising, insufficient delivery service and lost sales due to excessive response time. Based on this, Digital Marketing tools were proposed: Visual Merchandising, CRM, Network Marketing, Social Media Marketing, the time study of the area's operations and the Montecarlo simulation. Finally, it was obtained as a result that the improvement proposal was positive, obtaining an increase in sales valued at $90,579 and a B/C of 7.8.
KW - CRM
KW - Network Marketing
KW - Social Media Marketing
KW - Visual Merchandising
UR - https://www.scopus.com/pages/publications/85172407252
M3 - Contribución a la conferencia
AN - SCOPUS:85172407252
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Matta, Rodolfo Andres Rivas
T2 - 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
Y2 - 19 July 2023 through 21 July 2023
ER -