Business Consulting para la empresa Asociación SEMPA - Ruta del Barroco Andino
Date
2024-07-24
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
La Asociación SEMPA-Ruta Del Barroco Andino, es una empresa localizada en el
departamento de Cusco, inició sus operaciones el 26 de setiembre del 2011, la actividad
principal proviene del sector turismo, que contempla el recorrido de cuatro templos vivos: La
compañía de Jesús en la ciudad del Cusco, San Pedro Apóstol de Andahuaylillas, San Juan
Bautista de Huaro y la capilla de la Virgen Purificada de Canincunca. También ofrece la
comercialización de artesanías mediante su propia marca Handina. El objetivo de este
business consulting es determinar el impacto del abandono de los canales digitales
promotores. Para identificar la causa raíz se ha realizado reuniones entre el grupo de
consultores y los representantes de la organización, se aplicó la Matriz de Complejidad versus
Beneficio, y el análisis cualitativo de las entrevistas efectuadas; se usó el Diagrama de
Ishikawa para presentar las causas del problema. Se logró determinar que dentro de las
razones que originaron el problema, está la ausencia de plan de crecimiento comercial con
recursos propios, el abandono de canales digitales promotores, la ausencia de estrategia de
ventas la ausencia de estudio de mercado y el desconocimiento del cliente sobre la ruta.
Luego del análisis efectuado, se determinó que la solución propuesta debería estar orientada a
lograr una mayor exposición, y presencia, de la marca La Ruta del Barroco Andino en las
ferias presenciales y canales digitales propios, por tanto, se acordó implementar la
terciarización de la gestión y manejo de las redes sociales y así mejorar el marketing. Luego,
se diseñó un plan de implementación de catorce semanas para la identificación del alcance,
investigación de los postores, costos y presupuestos e indicadores de seguimiento. Se ha
desarrollado un presupuesto requerido para dicha implementación de S/. 90,000.00. Esta
inversión rentable será recuperada, obteniéndose un indicador de beneficio / costo de 1.20.
The SEMPA-Ruta Del Barroco Andino Association, is a company located in the department of Cusco, began its operations on September 26, 2011, the main activity comes from the tourism sector, which includes the tour of four living temples: The Company of Jesus In the city of Cusco, San Pedro Apóstol de Andahuaylillas, San Juan Bautista de Huaro and the chapel of the purified virgin of Canincunca. It also offers the marketing of crafts through its own brand Handina. The objective of this business consulting is to determine what has caused the abandonment of promotional digital channels. To identify this root cause, meetings were held between the group of consultants and the representatives of the organization, the Complexity versus Benefit Matrix was applied, and the qualitative analysis of the interviews carried out; The Ishikawa Diagram was used to present the causes of the problem. It was determined that among the reasons that caused the problem is the absence of a commercial growth plan with its own resources, the abandonment of promotional digital channels, the absence of a sales strategy, the absence of a market study and the client's lack of knowledge about the route. After the analysis carried out, it was determined that the proposed solution should be aimed at achieving greater exposure, and presence, of the Ruta del Barroco Andino brand in the in-person fairs and own digital channels, therefore, it was agreed to implement the outsourcing of management. and management of social networks and thus improve marketing. A fourteen-week implementation plan was then drawn up for scope identification, bidder research, costs and budgets, and monitoring indicators. A budget required for said implementation of S/. 90,000.00. This profitable investment will be recovered, obtaining a profit/cost indicator of 1.20.
The SEMPA-Ruta Del Barroco Andino Association, is a company located in the department of Cusco, began its operations on September 26, 2011, the main activity comes from the tourism sector, which includes the tour of four living temples: The Company of Jesus In the city of Cusco, San Pedro Apóstol de Andahuaylillas, San Juan Bautista de Huaro and the chapel of the purified virgin of Canincunca. It also offers the marketing of crafts through its own brand Handina. The objective of this business consulting is to determine what has caused the abandonment of promotional digital channels. To identify this root cause, meetings were held between the group of consultants and the representatives of the organization, the Complexity versus Benefit Matrix was applied, and the qualitative analysis of the interviews carried out; The Ishikawa Diagram was used to present the causes of the problem. It was determined that among the reasons that caused the problem is the absence of a commercial growth plan with its own resources, the abandonment of promotional digital channels, the absence of a sales strategy, the absence of a market study and the client's lack of knowledge about the route. After the analysis carried out, it was determined that the proposed solution should be aimed at achieving greater exposure, and presence, of the Ruta del Barroco Andino brand in the in-person fairs and own digital channels, therefore, it was agreed to implement the outsourcing of management. and management of social networks and thus improve marketing. A fourteen-week implementation plan was then drawn up for scope identification, bidder research, costs and budgets, and monitoring indicators. A budget required for said implementation of S/. 90,000.00. This profitable investment will be recovered, obtaining a profit/cost indicator of 1.20.
Description
Keywords
Consultores de empresas--Planificación estratégica, Turismo--Administración--Perú