La cadena de valor como herramienta de gestión empresarial en el sector de consumo masivo en el cantón Ambato, provincia de Tungurahua

Abstract

This research project has focused on one of the most representative sectors of the local and national economy, such as dedicated to the marketing of consumer products; in a highly competitive area due to the number of companies that make it up and the high demand for these goods. This research work is developed because companies in this sector require the implementation of strategies that boost their growth and improve their competitiveness, which is why these actions are posed and executed around each element immersed in the value chain as the inventory control, staff training, customer satisfaction levels and criteria for acquiring the right merchandise for consumers, which are established by examining each area of the company. According to the criteria accepted in the companies selected for this study that belong to this sector, through the application of the survey, it was determined that they have an acceptable performance but still need to establish specific strategies for certain areas of each entity, in order to improve business operations and ensure that they remain in the market. In addition, the researcher proposes a proposal based on the value chain, which presents a series of strategies that can boost the competitive levels and the development of companies dedicated to the marketing of mass consumer products, in addition to the implementation of action plans for each strategy.