Methodology to improve marketing in an olive company through the use of Scrum and Digital Marketing

Cuchani-Graham P.; Diaz-Diestra V.; Torres-Sifuentes C.; Céspedes-Blanco C.; Raymundo-Ibañez C. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2022) · DOI: 10.18687/leird2022.1.1.184

Resumen

Companies in the agricultural sector in Peru represent 6% of the national GDP with a significant amount of around 13 billion dollars. This makes the sector very important to understand and promote. Companies that commercialize olive products put all their efforts into increasing consumption of these products, due to their great health benefits. However, most of them have remained stagnant due to the lack of implementation of information and communication technologies, since they do not use means of dissemination of the various properties offered by these products. Also, many of these companies do not seek new markets and remain with the established customers they already have. For this reason, this research will develop a proposal to increase the sales of this product in the Peruvian market. To this end, it seeks to establish a model for the improvement of sales by these companies, using SCRUM and digital inbound marketing tools. The purpose of the combination of these tools will allow the increase of sales and the improvement of the sales process. The case study was developed in a company of the olive sector, located in the department of TACNA, PERU. This company is dedicated to the production of olives and olive oils in different presentations and sizes. This article will show the results of the application of these methodologies that were used with the main objective of increasing sales in the company in question..

Instituciones: Universidad Peruana de Ciencias Aplicadas