Análisis de la gestión de ventas de la empresa servicios y mantenimiento Astudillo S&MAS CÍA. LTDA., y su incidencia en la generación de la rentabilidad en el año 2016

Abstract

The small and medium enterprises (SMEs) in Ecuador are key to the economy, as about seven out of ten SMEs work in the field of services, generating employment, which is necessary to national production. Servicios y Mantenimiento Astudillo S&MAS Cía. Ltda. is an enterprise with 13 years in the market. Last year, the enterprise suffered a decrease in sales, which had a notable impact on its profitability. The field investigation and the analysis through interviews, documents review and observation, determined that, in 2016, the enterprise Servicios y Mantenimiento Astudillo S&MAS Cía. Ltda. did not have a sales plan that takes into account the search for clients, the initiation of the relation, the in perspective evaluation of the client, the presentation of the sales message, the closing of the sale and the provision of the service. Those steps are necessary and important to make a sale, to satisfy the customer’s needs, and to retrieve the customers list, which allows the sales to increase and subsequently generates profitability. Additionally, the research allowed to understand how services packages are designed, and it analyzed the price fixing strategies applied to businesses as well as the company’s clients.