Method of marketing products through sales promotion to increase sales in a retail Mype
In Peru, micro and small enterprises (Mypes) are of significant importance to the country's economy. However, over 50% of Mypes could potentially disappear due to a lack of customers, which hinders their long-term sales growth. The problem addressed in this research article is the low growth of...
| Autores: | , , , , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2023 |
| País: | Perú |
| Institución: | Universidad Peruana de Ciencias Aplicadas |
| Repositorio: | UPC-Institucional |
| Idioma: | inglés |
| OAI Identifier: | oai:repositorioacademico.upc.edu.pe:10757/669619 |
| Acceso en línea: | http://hdl.handle.net/10757/669619 |
| Access Level: | acceso embargado |
| Palabra clave: | 5S Mypes Omnichannel sales promotion traditional retailer https://purl.org/pe-repo/ocde/ford#2.11.00 |
| Sumario: | In Peru, micro and small enterprises (Mypes) are of significant importance to the country's economy. However, over 50% of Mypes could potentially disappear due to a lack of customers, which hinders their long-term sales growth. The problem addressed in this research article is the low growth of Mypes in the retail trade sector. Therefore, this research aims to employ a method to increase sales not only for a specific retailer but also for a Mype store within a bazaar. After analyzing the situation of Mypes, a diagnosis of the current situation is conducted, and the main causes of the problem are identified in order to find a product marketing model to increase sales in a Mype. Finally, the model is applied through a case study in a retail Mype located in a popular market in Peru, resulting in a sales growth of 5.95%. In conclusion, the model successfully increased sales and consequently boosted annual sales growth. |
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