Ingeniería de Empresas-Tesis de Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/87

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Análisis y propuesta de Intervención en la Comunicación Interna para los trabajadores de la Gerencia de Telecomunicaciones de la Empresa Pública de Telecomunicaciones, Agua Potable, Alcantarillado y Saneamiento, ETAPA EP
(2018-03-07) Vintimilla Sempértegui, Juan Francisco; Andrade Galarza, Juan Carlos
Internal communication involves not only communicating with staff but also creating a space, a path and, a place where everyone can transmit and contribute with their knowledge, ideas, opinions, and so on. Despite all of this, communication does not always obtain the importance that it deserves. This integrative project is destined to the Empresa Pública de Telecomunicaciones, Agua Potable, Alcantarillado y Saneamiento, ETAPA EP, of the city of Cuenca, especially, for the Telecommunications Management’s workers, who usually fulfill their work functions outside of the company, making communication difficult between them and the company. Thus, an analysis and a proposal of intervention in internal communication is proposed.
Desarrollo del servicio de otorgamiento del sello de excelencia empresarial de la Cámara de Comercio de Cuenca para la implementación en sus empresas agremiadas
(Universidad de Cuenca, 2025-09-30) Morales Peralta, Odalis Emilia; Padilla Montenegro, Fátima Salome; Andrade Galarza, Juan Carlos
The purpose of this integrated project is to design the ‘Seal of Business Excellence’ of the Cuenca Chamber of Commerce, aimed at its member companies. This initiative arises from the need to strengthen the competitiveness, quality, and sustainability of the local business sector through a certification system adapted to the Ecuadorian context. The study is based on a qualitative approach, with exploratory, descriptive, and evaluative methodologies, and integrates interviews, business diagnosis and benchmarking with international models such as ‘Madrid Excellent’ and ‘Cambra Certificate.’ The proposed model includes phases of self-assessment, external audit, and continuous monitoring, and incorporates criteria such as quality management, human talent development, sustainability, and continuous improvement. It also establishes a flexible tiered structure, allowing for the participation of companies of different sizes and levels of organizational maturity. The results show a high level of acceptance by the business sector in Cuenca and a real need for a tool that promotes good practices, institutional recognition and added value. The Seal of Excellence represents a viable and sustainable strategy to promote a culture of quality, generate competitive advantages and contribute to regional economic development.
Plan de marketing para fortalecer el posicionamiento de la empresa “Autos del Sur” en la ciudad de Cuenca en el período 2021-2024
(Universidad de Cuenca, 2023-05-15) Guerrero González, María Emilia; Andrade Galarza, Juan Carlos
Autos del Sur is a company based in Cuenca - Ecuador which is relatively new in the Azuay market. The brands it commercializes are Mazda and those belonging to the FCA group (Fiat Chrysler Automobiles) Fiat, Jeep, Dodge, and Ram; being new brands in the market except for Mazda which was previously distributed by the Impartes dealership. Although these brands are well known in the world market, it has been a challenge to be able to position itself as an official dealer with its name "Maresa Cuenca" in the city. The company was inaugurated on 25 June 2017 and during this period no tools have been implemented for the development of marketing strategies; it has worked empirically, obtaining not the best results. Thus, the idea arises to develop a Marketing Plan that aims to help the company to increase its participation, this is an important tool that allows better management within the company, and it will be applied to make the company more competitive in the market, thus contributing to the positioning in the minds of consumers and in the local market. In the development of this, we start with an analysis of internal and external factors of the company, then field research will be carried out, accompanied by tools such as surveys and interviews, and finally, we will present the appropriate strategies to improve the positioning of the company and its brands in the market with the previous results.
Plan estratégico de marketing desde un enfoque ambientalmente sostenible para Schubert Specialty Coffee durante el periodo 2023-2024 en la Ciudad de Cuenca - Ecuador
(Universidad de Cuenca, 2024-10-01) Delgado Pesántez, Marcela Maribel; Mejía Paredes, Malena Cristina; Andrade Galarza, Juan Carlos
The aim of this study is to develop a strategic marketing plan that promotes environmental sustainability in the operation of Schubert Specialty Coffee. Initially, a comprehensive analysis of the current business situation was carried out, which included internal and external diagnostics using various strategic analysis tools. Subsequently, a market research was conducted to better understand consumer preferences and behavior in relation to environmental sustainability. Based on the results obtained, green marketing strategies were developed with the aim of strengthening the position of the coffee shop in the market, increasing the loyalty of its customers and promoting sustainable practices. These strategies were integrated into the coffee shop value chain and summarized into a Canvas model, providing a clear and structured vision of the business. The proposed plan seeks not only to improve the competitiveness of Schubert Specialty Coffee, but also to contribute to a positive impact on the environment.
Plan integral de marketing para el Instituto Superior Tecnológico Wissen Escuela de Empresas
(Universidad de Cuenca, 2023-10-04) Paladines Varela, Luis Sebastián; Verdugo Banegas, Raúl Enrique; Andrade Galarza, Juan Carlos
The development and implementation of an integral Marketing Plan for Wissen includes a series of aspects necessary for its correct functioning once it is applied. In order to create it, an analysis and current assessment of the current situation of the institute must be made, with emphasis on the area of application of the project, taking into account the way in which it carries out its activities. Then we will proceed with market research that will allow us to clearly define and focus on the market segments that Wissen has and how this information can be used to improve the current results, developing strategies for each segment within the marketing department on which the operation of the same will be based. Similarly, the necessary positions will be proposed so that the department can function optimally, where the job profiles and the manual of functions for each of the positions will be found, which will have a series of specific tactical actions to achieve the proposed objectives based on the strategies proposed and implemented, taking as a base point the general activity of the institute and its organizational culture, always following the strategic plan proposed by the administrative area. Finally, a budgetary evaluation will be made of the costs of implementing the department and the future profits that will justify its implementation.
Propuesta de estrategia comercial para incrementar el KPI correspondiente al Contilifecycle dentro de la red de distribuidores de Continental Tire Andina S.A y Renovallanta S.A.
(Universidad de Cuenca, 2022-03-09) Wilson Alejandro, Orellana Martins; Geovanny Andres, Pozo Romero; Andrade Galarza, Juan Carlos
The company Continental Tire Andina promotes a the program ContiLifeCycle. This program is a process that takes a worn tire and, with different activities it restores its functionality. However, if we analyze the subsidiary’s KPI regarding the retreading of sold CVT tires from the brands Continental, General and, Barum the index is nearby 25% in relation to the gross new units sold. For that matter, the goal is that Renovallanta retreads at least the 75% of the sold tires of the holding, accomplishing the so called ContiLifeCycle. However, it is assumed that there is a leak in the program proposed by the company, which directly benefits the competitors. By means of this, a strategy was developed that focuses on the methodology of the balanced scored card. Thus, achieving the objectives regarding the recovery of tires that had been dispersed in the market. Through this proposal, it is expected to increase the general retreading KPI from 11% to 42%. Provided that the company meets all the actions showed in this balanced score card. Finally, the strategic proposal is aligned with the guidelines of the company. The strategy is divided in four perspectives, which include the possible projects and opportunities of strategic improvement that help to capture customers during the next four years. Knowing that there are distinguishing factors that will not allow the competitor enter aggressively to the market
Propuesta de plan de marketing para el programa Textimall del clúster de confección textil de la Cámara de Industrias Producción y Empleo (CIPEM)
(Universidad de Cuenca, 2020-03-10) Palacios Torres, Marcelo David; Patiño Chuni, Javier Gustavo; Andrade Galarza, Juan Carlos
This degree work proposes a Marketing Plan structure for the program called "Textimall" formed by the cluster of textile companies in Cuenca, a program that groups different companies in the city into a digital platform for online purchase of products. In this plan, the market variables that intervene in the behavior against the purchase of textile products and the predisposition to buy online are determined, so that strategies can be generated to develop a tactical plan. In this paper, we use research tools such as focus group studies, primary information and secondary information analysis in the context, to define the line of action that allows the Textimall brand to be introduced to the market. Finally, as conclusions, findings related to the main fears of users were obtained when making online purchases, specific to clothing products or textiles in general; The studied population mentioned having fear in the delivery of confidential information, incomplete or wrong product information, products of doubtful quality, the cost generated by an online purchase, among others. In this way, the strategic and tactical structure of the marketing plan was designed in line with the proposed objectives that determined the impact of each of the proposed actions and their effectiveness.
Propuesta del modelo de Servucción para el servicio administrativo de la Universidad de Cuenca y su enfoque en la satisfacción del estudiante
(Universidad de Cuenca, 2021-10-11) Chitacapa Nivecela, Erika Estefanía; Andrade Galarza, Juan Carlos
The services have a complex way of being evaluated for being intangible. It is for this reason that organizations must ensure that the quality of the service they provide is optimal, since the satisfaction of their customers will depend on it. One of the most complex services are those provided by higher education institutions, since in addition to education, they must provide others, such as administrative services. Precisely, the purpose of this work is to propose the Servuction model for the administrative service of the University of Cuenca, to analyze the functioning of the academic and administrative processes and the perceptions of the students. The research phenomenon is studied through interviews with officials who provide the service and surveys of students as users, who evaluate the service through the variables of the Servqual model: tangible elements, reliability, security, empathy, response capacity and additionally the expectations. The results obtained show that the students are satisfied with the physical facilities of the institution, but they are not satisfied with the information they receive regarding the procedures, empathy and quality of service from the servers and the computer system. Taking this into account, it is suggested to provide training to administrative staff, update all the information on the processes on the university's website, carry out periodic maintenance of institutional platforms and simplify the processes, making them increasingly digital

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Browsing Ingeniería de Empresas-Tesis de Pregrado by Author "Andrade Galarza, Juan Carlos"