Diseño de estrategias multifactoriales para la mejora de los procesos de ventas en empresas comercializadoras de electrodomésticos durante el COVID - 19

The companies from the electrical appliance sector have been widely affected by the Covid-19 pandemics, a fact that is evident through the reduction of sales and the low effectiveness of commercial strategies adopted during the incursion in markets depressed by the current socioeconomic scenario. It is then necessary to assess the preparedness level of their sales departments when facing future Covid-19 waves and other pandemic scenarios as well as the design of multifactorial strategies increasing their commercial effectiveness. For this purpose, the primary aim of this project is two-fold: i) to provide a methodological approach for measuring the preparedness level of sales departments from the electrical appliance sector during their future incursion in markets depressed by new Covid-19 waves and other pandemics, and ii) to propose intervention plans augmenting the effectiveness of their commercial strategies during pandemic scenarios. To do these, the present work suggests the implementation of a multi-criteria model comprised of 8 criteria and 29 sub-criteria. For its deployment, the AHP technique is applied to calculate the relative importance of criteria and sub-criteria. Following this, the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) was employed to estimate the preparation index of the sales departments and detect their intervention points. Ultimately, a real application of the model with the involvement of 7 multinational companies from the electrical appliance sector is depicted to validate the effectiveness of the proposed approach in the real commercial scenario. In this case study, multifactorial strategies are recommended for incrementing the efficacy in the incursion of these companies within contexts plagued by future Covid-19 waves and other pandemics.

• Autores: Borrego Areyanes, Arlen Alaine; Gómez Villar, Iván Darío
• Fecha de publicación: 2020
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: spa
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/8757
• Acceso en línea: https://hdl.handle.net/11323/8757; https://repositorio.cuc.edu.co/
• Palabra clave: Preparation index; Sales departments; AHP; TOPSIS; Electrical appliance sector; Covid-19; Nivel de preparación; Departamentos de ventas; Sector electrodoméstico
• Rights: openAccess
• License: Attribution-NonCommercial-ShareAlike 4.0 International