Estudio de mejora integral en la empresa Purpose EIRL, para incrementar la rentabilidad del e-commerce de joyería de nicho
Purpose EIRL is a company dedicated to the marketing of costume jewelry and jewelry to a niche market. Its brand name is Duvali The Label with which it is known in the market. It began its operations back in 2019 in mid-August, since then it entered deployment and enjoyed good approval. It was then that in 2021 it integrated a second line of products, leaving aside the first that was in full growth and began to report losses. The current work seeks to develop a diagnosis and organizational improvement that allows a recovery of the company's situation and increase its profitability and net profit. It is divided into nine chapters, which provide information on the main processes of a strategic, commercial, operational, financial and human resources nature. For the analysis of each one, the process management tools learned throughout the degree are used. In addition, root cause diagrams are used repeatedly, which facilitates the search and obtaining answers to the main problems of each process, which are: decrease in the level of sales, low reach of paid ads with Facebook Ads, lack of interest in management and lack of training in the selection and hiring process. Likewise, solution alternatives are proposed that address the root causes and through a confrontation of factors in evaluation matrices, the most successful are chosen. The solutions chosen for the implementation are developed in detail, which are the implementation of a new commercial and marketing strategy: the Inbound strategy; the option of generating powerful organic reach through relevant content for the client or client prospect, the implementation of financial management and the implementation of a complete selection and hiring process. Finally, its economic-financial viability is evaluated, finding a positive NPV of 42,128 and an IRR of 57,63%.
Barriga Espinoza, Madeleine Duvalid Araceli
Process control, Electronic commerce, Costume jewelry, Jewelry, Control de procesos, Comercio electrónico, Bisutería, Joyería
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