Digital Strategy Problem and Limits to Enhance Sales Processes in Fast Food Companies

Sernaqué K.J.R.; Velásquez R.M.A.; Cruz R.D.S. · Proceedings of the 2025 IEEE 32nd International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2025 (2025) · DOI: 10.1109/intercon67304.2025.11244680

Resumen

This paper examines the influence of competitive strategies on the sales process within microenterprises, specifically focusing on a fast food business facing challenges such as lack of digitalization, weak customer loyalty, and stagnant revenues despite demand. Two primary variables are proposed: competitive strategies as the independent variable, encompassing sales control, productive capacity management, and production costs; and the sales process as the dependent variable, evaluated through manufacturing costs, resource control, and customer satisfaction. Empirical analysis based on Likert-scale surveys and Spearman correlation reveals significant positive relationships among these dimensions, highlighting that structured competitive strategies directly enhance operational efficiency, resource utilization, cost management, and customer experience. However, deficiencies in digital integration and strategic planning impede sustainable growth. The study underscores the critical role of adopting digital tools and formalized competitive strategies to improve sales processes and achieve business competitiveness in resource-constrained environments. Limitations include sectoral and geographical scope, with suggestions for future research on digital transformation and strategic training in microenterprises.