Inteligencia de negocios en la toma de decisiones efectivas en el área comercial de cadenas de Retail.

Abstract

Business intelligence in making effective decisions in retail chains has a multidimensional approach, from which the research question arises: how does business intelligence make the decisions made in the commercial area of retail chains more effective? The objective of the study is to determine the role of business intelligence in decision making for the commercial area of retail companies. A qualitative study methodology with a descriptive approach is used; As data collection tools, four questionnaires are designed focused on measuring the processes ofthe areas of: sales, imports, marketing and finance to know if business decisions are made based on data analysis. The target population is the company LG Electronics of Ecuador, Whose commercial department is made up of 15 collaborators, distributed in the city of Guayaquil and Quito. The findings found are that the commercial area of LG Electronics of Ecuador carries out data collection, filtering, processing and analysis processes manually, relying on the Microsoft Excel System. Due to the management of each area and the volume of data, reports are processed by areas, are presented at the wrong time and decisions are made from a specific and not a comprehensive perspective. The company does not have a database of the main transport providers (internal and external), which causes inexperienced logistics operators to be hired, Which is why on many occasions the merchandise is received at the wrong time. Nor does it have a database that stores and processes historical sales data for each retail chain in the country. This is in order to better evaluate possible product offerings. These are made according to factory availability and not with the best sales of each chain.