Strategic Model and its influence on the Commercial Management of Mia y Cielo Jewelry, in Trujillo

del Carmen Urquiaga Vejarano M.; Huivin E.K.B.; Juan Miguel D.C. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2021) · DOI: 10.18687/laccei2021.1.1.128

Resumen

This research work was aimed at determining the influence of the implementation of a strategic model in the commercial management of Mia y Cielo Jewelry, which represents one of many SME companies in the city of Trujillo - La Libertad. The work methodology according to the purpose is applied and according to the design it is pre-experimental, where a reliable questionnaire (Cronbach's Alpha of 0.938) was applied to 88 clients. Likewise, interviews were conducted with the owner and employees of the company as a data collection technique. The study began with the situational assessment, identifying as problematic the inefficient development of operations in commercial management. The structure of the model was divided into 6 fundamental stages: Development of the mission statement, vision, values and value proposition, Preparation of: Input matrices, Strategy design, Preparation of decision matrices, Preparation of the implementation plan and Evaluation and Follow-up of the Proposal. With its application, the average monthly income increased to 81.82% and the level of customer satisfaction improved by 30.44%; for this, a total investment of 8,490.00 soles was necessary. Finally, the investigation culminated with the economic evaluation obtaining a NPV of 24,371.99, an IRR of 63.02% and a B/C 1.50 index, which demonstrated the financial economic viability of the implemented strategic model.

Instituciones: Universidad Privada del Norte