Tercera Entrega de Pardos Chiken (2) (2)
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Tercera Entrega de Pardos Chiken (2) (2)...
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INSTITUTO SUPERIOR IDAT PROYECTO DE GESTIÓN DE COMERCIALIZACIÓN PROFESIONAL PROFESIONAL DE LA ADMINISTRACIÓN
“ ANTECEDENTES, ANÁLISIS INTERNO Y EXTERNO DE LA EMPRESA PARDOS CHICKEN”
INTEGRANTES:
Alán Vilca Luis Campos Ruiz María Flores Reyna Silvana LLiuyacc Quispe Delia CURSO: “PROYECTO DE GESTIÓN DE COMERCIALIZACIÓN”
EMPRESA VINCULADA: “PARDOS CHICKEN.”
DOCENTE Y ASESOR: PROF. RIXE TARAZONA, JOSÉ GRUPO :
NUMERO “1”
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INDICE 1. Antecedentes de la empresa -
La Empresa
-
Visión, Misión y Valores
-
Organigrama
-
Mapeo de Procesos
-
Modelo de negocio
-
Objetivos estratégicos 2. Análisis de la situación externa A) El entorno general
-
B) El entorno de la industria
-
C) El entorno de la competencia
-
D) Descripción del cliente y consumidor final
-
E) Análisis de Oportunidades y Amenazas Amenazas
3. Análisis de la situación interna A) Ventas actuales B) Egresos actuales -
C) Recursos, capacidades y competencias competencias centrales
-
D) Análisis de la cadena de valor
-
E) Análisis de debilidades y fortalezas fortalezas
4. Comportamiento del consumidor a) Posicionamiento de la marca b) Segmentación del público objetivo c) Identificación de nuevos nichos de mercado 5. Administración de la Producción a) Sistemas de producción
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c) Procesos de producción (VSM)
6. Administración de ventas a) Componentes del departamento de ventas (organigrama y perfil de puesto) b) Indicadores para la gestión de ventas c) Indicadores para la fuerza de ventas
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-
AGRADECIMIENTO Brindarle la gracias a dios, quien nos guio y brindo las fuerza necesarias para enfrentar momentos de dificultad, protegiéndonos para darnos seguridad, así mismo a todos nuestros maestros que aportaron sus conocimientos y formación para ser un ejemplo de profesional.
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DEDICACIÓN Dedicamos este trabajo a dios, a nuestros padre y docentes gracias a su paciencia y enseñanza finalmente un eterno agradecimiento a este Instituto que nos brindó la disposición necesaria para seguir estudiando y superándonos cada día más.
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INTRODUCCION 1. Pardos Chicken, es una empresa peruana de reconocimiento internacional, que desde 1986 ha sido reconocida por nuestros clientes como la marca líder en el sector de alimentos y retail gracias a la excelente calidad de nuestra carta y el servicio que les brindamos a nuestros
consumidores.
Nuestro compromiso con la sociedad es el de satisfacer sus gustos, expectativas y necesidades con una excelente calidad en todos los servicios
brindados.
Asimismo, nos especializamos nuestro producto de bandera, el Pollo a la Brasa, esmerándonos en su presentación y gusto gastronómico; combinándolo con ambientes acogedores para que las reuniones sociales y eventos de nuestros consumidores sean inolvidables. En la cual veremos Antecedentes de la empresa su Visión, Misión y Valores Organigrama, Mapeo de Procesos, el Análisis de la situación externa, Análisis de la situación interna, Análisis de la cadena de valor , Análisis de debilidades y fortalezas. Como también el Comportamiento del
consumidor,
la
Administración
Administración de ventas.
de
la
Producción
y
la
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RESEÑA HISTORICA DE LA EMPRESA El comienzo de este atractivo negocio data del año 1986, cuando un grupo de empresarios con mucha visión fundan el 6 de diciembre el primer restaurante ubicado en una estratégica avenida (Av. José Pardo) en el distrito de Miraflores, Lima. Sus fundadores y los trabajadores que los acompañaban se embarcaron en esta empresa con la firme voluntad de hacer de ella la mejor del ramo. Desde sus inicios, la convirtieron en un acogedor restaurante, con características únicas en su arquitectura y sobre todo satisfaciendo a su clientela no sólo con los más ricos y sabrosos Pardos Brasa (pollo a la brasa excelente calidad) sino también con un gran servicio personalizado donde el cliente siempre es lo más importante. El exquisito sabor del Pardos Brasa (pollo a la brasa) está basado en una "receta única", resultado de la mezcla de diferentes ingredientes, condimentos y un balance adecuado de los aderezos, lo que nos ha valido el reconocimiento tanto nacional como internacional (por extranjeros que nos visitan diariamente). Conscientes de la gran aceptación del público, de los productos y servicios ofrecidos, se tuvo que trasladar a un local de mayor capacidad en la misma zona de Miraflores, convirtiéndose en el preferido de todo este distrito. Hoy por hoy, la Cadena de Restaurantes Pardos Chicken es reconocida como líder en el ramo, tanto por los productos que se ofrecen al público (pollo a la brasa y parrilla), como por la calidad en el servicio de los trabajadores que la integran. 62 Es así como Pardo’s Chicken consolida su posición
dentro del mercado día a día, basando su éxito en una visión empresarial ordenada, así como, una estrategia de crecimiento y desarrollo del sistema Pardo’s Chicken.
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VISIÓN Ser una cadena de restaurantes líder que difunda la gastronomía peruana, generando orgullo, identidad y compromiso.
MISIÓN Ser y hacer felices a nuestros anfitriones, invitados y comunidad a través de la “Experiencia Pardos”: productos de alta calidad, servidos con una gran
vocación de servicio y un ambiente acogedor.
VALORES En Pardos Chicken trabajamos día a día para ser y hacer felices a nuestros anfitriones, invitados y comunidad. Esto no sería posible sin la práctica constante de nuestros seis valores fundamentales:(verdad, lealtad y responsabilidad
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ORGANIGRAMA
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MODELO DE NEGOCIO
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Objetivos Estratégico
Buscar siempre hacer una negociación gana-gana, con precios, productos, bebidas, ofertas, descuentos y valores agregados de beneficios para el cliente, para mejorar las ventas entre semana.
Lograr una mayor gestión de la publicidad y la promoción de nuestros productos, con ofertas y descuentos para gestionar el crecimiento de la organización en un 15% en el año 2019
Negociar un establecimiento cercano a nuestra organización para que
nuestros
clientes
puedan
guardar
sus
vehículos
confiablemente ya un precio más bajo.
Lograr en los próximos 3 años posicionarse como uno de los mejores restaurantes del área Metropolitana, por la atención personalizada, ambiente cómodo y calidad en sus productos.
En un periodo de 5 años crecer como organización y tener 3 sucursales más del restaurante en centros comerciales.
En un lapso de 1 año elevar el reconocimiento del restaurante y sus productos
con
los
clientes,
esto
basado
a
la
atención
personalizada.
Generar utilidades para mantener la solidez financiera, impulsar el crecimiento de la organización y la estabilidad de los empleados.
Lograr que los clientes se sientan satisfechos con el servicio brindado por cada uno de los miembros de la organización, fidelizarlos, estimularlos y asesorarlos de la mejor forma. Planear, organizar, ejecutar y velar por el crecimiento, satisfacción,
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ANALISIS DE LA SITUACION EXTERNA
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ENTORNO GENERAL FACTOR SOCIAL: El pollo a la brasa se ha convertido en un emblema más de la comida peruana, al punto que el INEI lo considera un indicador de la canasta de consumo. Más aun nuestros estudios encuentran que que los peruanos lo prefieren al momento de hacer una “salidita” gastronómica. ¿A qué se debe su éxito? Aunque muchos lo creen, no a que sea un producto original peruano, pues el pollo asado, al “spiedo” o a la barbacoa existe e n otros lugares del mundo. Tal vez sí, parcialmente, a su sabor especial, muy condimentado, que hace que los peruanos apenas bajados del avión nos metamos al primer X Chicken que encontramos saliendo del aeropuerto. aeropuerto. ¿Pero su gran popularidad en el Perú se debe a su sabor diferente? Siendo este un factor importante, la razón de su éxito parece estar en otro aspecto mucho más fundamental: el que es un producto para todos. Nos explicamos. Primero, el pollo a la brasa es barato. Con respecto a otras carnes servidas en restaurantes es, sin duda, la que tiene la mejor relación calidad/precio. Un billete de diez y algunos soles más pueden alcanzar en una pollería modesta.
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Consumo De La Población : La población destina más del 34 % por ciento de su sueldo a su alimentación
Economía: Reducción en el crecimiento económico del país que había sido estimado con 3.9% a un 3.1%
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Entorno Político : Tratado
de
Libre
Comercio
El TLC abre las puertas a las relaciones comerciales entre países, lo que origina muchas veces que empresas nacionales puedan comerciar con extranjeras a un menor costo, esto es producto debido a convenios que favorecen a ambas partes. Por ser un tratado bilateral, esto incentiva tanto a las importaciones como a las exportaciones, por tal razón,
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POLITICAS DE ARANCELES La importación de maíz amarillo es esencial para la alimentación y crianza de los pollos y la política de aranceles es uno de los factores que más influye en el precio. precio. Si la tarifa es baja, baja, Pardos Chicken Chicken podría comprar comprar pollos a un precio menor y así reducir costos e incrementar ganancias.
Sector regulado por el Ministerio de Comercio Exterior y Turismo • Reglamento de Restaurantes (Decreto Supremo Nº 025-2004- MINCETUR), que establece las disposiciones para la categorización, calificación, funcionamiento y supervisión de los restaurantes. • Norma Sanitaria para
el Funcionamiento de Restaurantes y Servicios Afines (Resolución Ministerial Nº 363-2005-MINSA). • Reglamento Nacional de Edificaciones (Decreto Supremo Nº 011- 2006-VIVIENDA), en especial la Norma A.070 Comercio.
•
Disposiciones
sobre
Establecimientos
que
expenden
Comidas y Bebidas (Resolución Ministerial Nº 081-94-ITINCI/DM).
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El Entorno De La Industria LAS 5 FUERZAS DE PORTER:
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La Rivalidad Entre Los Competidores: El mercado de Restaurantes de Pollo a la Brasa, se ha vuelto muy atractivo y competitivo en estos tres últimos años, debido al boom gastronómico peruano y a la Facturación que presentan, la cual oscila entre $500 millones anuales a más.
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Amenaza de Entrada de Nuevos Competidores:
• La Amenaza de Entrada, es relativamente baja debido a:
MARKETING Y PUBLICIDAD: Pardos Chicken, actualmente invierte en Publicidad y cuenta con una Gerencia y personal de Marketing, quienes se encargan del desarrollo de nuevos productos, promociones, imagen de Marca, entre otros.
FIDELIZACIÓN DE CLIENTES / IMAGEN DE MARCA: Pardos Chicken tiene un mayor valor de marca frente a sus competidores, que ha venido trabajando con el tiempo, lo cual sería una
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Amenaza de Ingreso Productos Sustitutos:
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PODER DE NEGOCIACIÓN DE LOS COMPRADORES:
A los limeños les gusta y disfrutan salir a comer fuera. Dentro de las alternativas se encuentra el Pollo a la Brasa. Ellos conocen la forma de preparación, lo insumos a utilizar y las ofertas del mercado
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ENTORNO DE LA COMPETENCIA: COMPETENCIA: RIVALIDAD ENTRE COMPAÑÍAS ESTABLECIDAS En el sector de pollerías existen varias empresas que compiten con Pardo’s Chicken, pequeñas y grandes, entra las que destacan como
principales
competidores
las
siguientes:
ROKY’S:
Tiene como filosofía satisfacer plenamente a sus clientes con platos en base a pollos y carnes a la parrilla, complementándolos con postres y
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DESCRIPCIÓN DEL CLIENTE CLIENTES POTENCIALES Pardos Chicken se ha ido expandiendo a diferentes distritos de Lima y también a otras ciudades del país. Busca ser reconocido como una marca nacional y pretende abrir locales en todas las ciudades del país. En estas ciudades ya existen clientes potenciales que demandan la presencia de una pollería como Pardos Chicken.Arnold Wu, Gerente General del Pardos Chicken, ve mayor expansión en los segmentos B y C.
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ANÁLISIS ANÁLISIS DE OPORTUNIDAD:
Avance de la tecnología tecnología en la preparación preparación de pollos a la brasa: Dar a conocer a los clientes los beneficios de emplear los hornos ecológicos en la elaboración más saludable del producto. El pollo a la Brasa tiene fecha de celebración “Día Nacional del Pollo a la brasa”: tercer domingo de julio, Pardos ya acostumbra a
realizar ese día cierto homenaje a este plato bandera Mayor presencia del pollo a la brasa en la canasta básica de consumo: Las pollerías son la primera opción de los peruanos
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VENTAS ACTUALES:
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CAPACIDADES.
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IDENTIFICACIÓN DE DESTINOS, SELECCIÓN DE RUTAS Y CANALES DE DISTRIBUCIÓN RUTAS:
DESTINOS
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En pardos chiken la distribución de los pedidos se realiza mediante moto moto lineal que la empresa misma contrata personal especializado que cuenten con brevete y moto lineal para así ahorrar costos de mantenimiento mantenimiento
para este tipo de distribución distribución
mayormente se realiza realiza por delivery depende de la ruta es la programación programación de los pedidos que son del día día en pardos chiken .
Canales de distribución La empresa pardos cuenta con dos tipos de canales de distribución: Su estrategia de distribución es atreves de la venta directa y el servicio delivery, esto se hace atreves de un pedido online o vía internet internet a través de las redes sociales
PROCESO DE DISTRIBUCION Y TRANSPORTE: En la central de la empresa pardos chicken llegan las ordenes de compras de los diferentes locales que se tienen a nivel nacional de sus pedidos de materia prima (pollo, papa, verduras, vajillas y servicios en general. Esas órdenes son remitidos a los proveedores en la cual ellos se encargan de hacer la distribución a cada uno de los restaurantes en el tiempo indicado para el abastecimiento.
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El tema de transporte La Empresa Pardos Chicken cuenta el transporte es por delivery motorizado lo cual está habilitado desde las 11 am hasta las 12pm , el servicio de delivery.
VENTA DIRECTA
VENTA ONLINE
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Detallamos las causas causas que se han han generado las molestias: Demora en los retrasos, de los pedidos al cliente(presencial y delivery) El tamaño del pollo, es pequeño, de las cuales el precio no es factible para el bolsillo de las personas. Servicios higiénicos insalubres.(desaseado) insalubres.(desaseado)
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En el presente presente análisis de causa y efectos hemos detallados algunas algunas mejoras de servicio y producción para así poder ser más eficiente y que cliente se fidelice con la empresa es una mejora a corto plazo dentro de 1 mes a 2 meses se espera que problema a solucionar se haya mejorado en un 70 por ciento
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TRABAJO ENTREGABLE
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MEJOR PARA EL PROYECTO:
Investigación de mercado: Realizando la investigación de mercados para determinar la viabilidad de nuestro producto consumo de nuestros clientes usando como base la información. Permitiéndonos
saber de qué manera está impactando a nuestros clientes, nuestra empresa tanto en los factores de atención al cliente, calidad, variedad de productos, precios, promociones (se detallara más adelante). Con ello alcanzaremos su satisfacción y por qué no decirlo mantener su fidelización de los mismos. Siempre con las miras de mejoras de dicho factores antes mencionados.
METODOLOGÌA La investigación de mercado realizada a la pollería PARDOS CHICKEN. La primera parte fue de tipo exploratoria. Los pasos a realizar fueron: 1) se planteó el tema de interés 2) encuestas .Previo a ello se diseñó un formato de encuestas. En este formato se plantean preguntas específicas de la investigación. Se encuestaron a 100 personas,, las cuales son clientes recurrentes al establecimiento y, la personas segunda parte de tipo concluyente, que se realizó mediante una encuesta aplicada a las personas que transitan por la zona de la molina y santa anita .(alrededor de los distrito) 3) Análisis de resultados y datos. Los resultados obtenidos de las encuestas, fueron ordenados, procesados y clasificados. De esta manera se pudo obtener las respuestas a las cuatro preguntas específicas planteadas en la investigación. 4) Conclusiones y recomendaciones. Con información obtenida en las encuestas, se obtuvieron resultados de información, que nos llevaron a concluir con el objetivo de la investigación.
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Estudio de mercado CUADRO ESTRATEGICO POLLERIAS NORKYS Y CANASTAS
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ESQUEMA DE LAS 4 ACCIONES Para ayudarte a responder a las preguntas del Esquema de las Cuatro Acciones confronta la curva de valor de la competencia con los seis supuestos o vías en las que se basan las estrategias de muchas empresas
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Ciclo de compra Experiencia del comprador o Ciclo de Compra
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Mapa de utilidad
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Matriz de erick
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DESARROLLO DESARROLLO DE NUEVOS PRODUCTOS
1. Generación de la idea 2. Selección de la idea i dea /producto 3. Diseño preliminar 4. Estrategia de mercadotecnia 5. Análisis del negocio 6. Construcción del prototipo 7. Pruebas 8. Diseño definitivo del producto 9. Comercialización
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INOVACION MANUAL Y OSLO: Producto bien o servicio: servicio: son productos alimentarios alimentarios de la cadena alimenticia, e innovar el pollo a la brasa dando otra alternativa al cliente y satisfaciendo las necesidades del cliente, y no solo innovando el en el producto si no en la calidad y el confort que dia a dia los consumidores van cambiando sus gustos o deseos.
1. Generación de la idea
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2. Selección de la idea /producto Selección de la idea del producto del pollo brasa andino se ha ha tomado en cuenta tres factores Filtro técnico: se puede preparar el pollo ala braza es muy común en el Perú por lo cual hace factible su preparación. EL POLLO ALA BRAZA ANDINO solo se cambiaría cambiaría los ingredientes a sazonar y la guarnición.
Filtro de mercado: actualmente el país está viviendo un momento de patriotismo a raíz del mundial las personas se siente más identificadas con la nación y han sacado ese sentimiento por las costumbres su comida y sus orígenes.
Filtro económico : se realizó una encuesta a las afueras del restaurante preguntando a más de cien personas si consumirían el “POLLO ALA BRASA ANDINO”. ANDINO”. Todos respondieron que si quesería bueno innovar el pollo a la
brasa, sería un producto rentable a corto plaza y largo plazo para la empresa.
3. Diseño preliminar
. En el diseño preliminar hemos tomado en cuenta tres posible productos. Analizando hábitos de consumos de nuestros clientes, orígenes. y costes de
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4. Estrategia de mercadotecnia. Selección: Nuestras estrategias seria: seria:
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5. Análisis del negocio. Actualmente, en el país, el sector de restaurantes está en constante crecimiento debido, Actualmente, principalmente, a las actividades actividades publicitarias publicitarias y al incremento incremento del poder adquisitivo adquisitivo en los consumidores. Los restaurantes enfocados enfocados en ofrecer pollos a la l a brasa y su productos que lo l o acompaña; al mes, en el Perú, se abren alrededor de 8 mil pollerías. Este plato tradicional del Perú, se ha especializado, especializa do, pues ahora se puede encontrar pollos al carbón, a la caja china, a la olla, ol la, entre otros.
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6.- CONSTRUCCION DE PROTOTIPO POLLO A LA BRASA ANDINO ANDINO Para la realización realización del producto se empleo la técnica de focus group,con la tradicional, pero llevando con un toque distinto fusionado fusionado con nuestro nuestro finalidad innovar el sabor tradicional, tradicional pollo a la brasa ,lo que buscamos complaciendo el paladar de nuestros consumidores y posibles consumidores e haber, satisfaciendo sus necesidades con nuestro exquisito sabor que nos identifica, porque pensamos en usted por ello nos enfocándonos en la mejora de nuestros productos.
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8.- DISEñO DEFINITIVO DEL PRODUCTO: Se realizó varias pruebas pruebas con sus respectivas respectivas especificaciones, especificaciones, con la finalidad de no perderse el toque tradicional de pollo pollo a la brasa de las cuales. cuales. Se Terminó con las especificaciones de diseño para proceder con su debida producción.
La presentación de nuestro producto.
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https://www.peru-retail.com/pardos-chicken-continuaraexpansion-todo-peru/ Gabriel Omar Guillena Arias . (2012). Pardos Chiken. 03/12/2012, de Prezi Sitio web: https://prezi.com/y4mz https://prezi.com/y4mzsmoqelw0/p smoqelw0/pardos-chiken ardos-chiken Mayor, E.. (2016). La importancia del departamento de ventas. junio 8, 2016, 2016, de Womenalia Womenalia Sitio Sitio web: https://www.womenali https://www.womenalia.com/blog a.com/blogs/felicidad-perso s/felicidad-personal-y-bienestarnal-y-bienestarprofesional/la-importanci profesional/la-importancia-del-departam a-del-departamento-de-ventas ento-de-ventas García, J. (2015). Perfil de cargo del Gerente de ventas. 2015, de SlideShare Sitio web: https://es.slideshare.net/Javi https://es.slideshare.net/JavierGarca erGarca23/perfil-de-carg 23/perfil-de-cargo-del-gerenteo-del-gerentede-ventas-43764927 Gestión. (2015). Pardos Chicken arribará a Ica. septiembre 21, 2015 , de Gestión Sitio web: https://gestion.pe/impresa/pardoshttps://gestion.pe/impresa/pardoschicken-arribara-ica-100452
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