Browsing by Author "Andrade Galarza, Juan Carlos"

Now showing 1 - 16 of 16

Análisis de la empleabilidad de estudiantes universitarios graduados en carreras del área técnica y social en la Universidad de Cuenca periodo 2017 – 2021
(Universidad de Cuenca, 2023-03-24) Coronel Ordoñez, Johanna Maribel; Villa Veliz, Bryan Vinicio; Andrade Galarza, Juan Carlos
The objective of this research is to analyze the employability of graduate university students in careers in the technical area of the Faculty of Engineering and the social area of the Faculty of Sciences Economic and Administrative at the University of Cuenca in the period 2017–2021 to determine if certain aspects, such as academic training, work experience, time to get their first job, and employment situation, among others, influence the employability of graduates. In addition, it has been considered important to compare the results obtained in the faculties described above to have a broader idea and to know if the area of study where the graduates come from influences their employability. Regarding the information for the analysis, surveys designed in Google Forms and sent by email and social networks were applied to a sample of 235 graduates; the sample in question was determined by stratified probabilistic sampling. Regarding the results of the analysis, it was mainly observed that the variables raised do not have a greater impact or influence on the graduates of a certain area of study. This research will provide knowledge to the academy for future comparative research between other faculties or mostly expand in the faculties that are the object of study in this article. On the other hand, it also helps society to be aware and to know with greater certainty that employability in graduates is influenced by several factors that are not necessarily related to the study area to which they belong.
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.
Dimensiones del capital de marca en las instituciones de educación superior, un enfoque hacia la Universidad de Cuenca a través de sistema de ecuaciones estructurales
(Universidad de Cuenca, 2022-05-25) Bermeo Chimbo, Steeven Andrés; Andrade Galarza, Juan Carlos
Increased competitiveness, globalization, and the insertion of quality policies have led to the integration of marketization and marketing theories into the education sector, with a special interest in branding activities. The main objective of this study is to demonstrate the causal relationships of the dimensions of the student-based brand equity at an Ecuadorian public university. Based on two statistical samples of 109 and 400 cases for exploratory factor analysis and structural equation analysis respectively. Five latent factors showed significant relationships with each other; brand associations, perceived quality, brand reputation, emotional environment, and brand loyalty, the latter being the endogenous dimension of greatest interest. In addition, the originality of the study lies in the use of a confirmatory causal technique that shows that the theoretical frame of reference is applied to a new cultural context.
Diseño de un modelo de negocio B2B para la implementación de un nuevo canal de distribución digital de productos e insumos de peluquería para la empresa “X”, soportado en comunicación y transacción para peluquerías clasificadas en categoría A y B en las ciudades de Cuenca y Azogues, para el período comprendido entre 2020 y 2021
(Universidad de Cuenca, 2022-01-26) Carrión Morocho, René Adrián; Quizhpe Quizhpe, Luis Alberto; Andrade Galarza, Juan Carlos
Today the internet is one of the main sources of information and transactions for companies, technological progress has allowed companies worldwide to use digital platforms to maintain contact with customers, in this way the ways of satisfying needs have been diversified. and wishes of consumers with the use of the Internet, allowing permanent connectivity. The objective of this work is to design a business model focused on digitizing activities of the distribution process of a company that supplies beauty products, this model is focused on the B2B segment of the company and seeks to create a competitive advantage of easy purchase for the consumer. mentioned segment, all this based on a differentiated value proposal with improvements in customer service, sales and delivery time activities, guaranteeing ease of access to product information and purchase by customers. The model design process begins with a diagnosis of the current situation of the company and the industry where it operates, within the analysis key factors of success, competitors, supply, demand and commercial data of the company are studied that allow clarifying a starting point for the design of the business model, complementing the analysis with market research to facilitate decision-making. Finally, having carried out the analysis of the current situation together with the market study, the design of the business model is carried out with its respective action plan, which is economically and financially supported to know its feasibility and viability
El modelo dual en la Universidad de Cuenca (Ecuador)
(Eitor Duale Hochschule Latinoamérica (DHLA), 2019) Cordero López, Juan Francisco; Andrade Galarza, Juan Carlos; Flores Sánchez, Gustavo Geovanni
La influencia de la estructura del surtido en el comportamiento de compra del consumidor cuencano. Caso de estudio en tienda de especialidad Tu Tienda
(Universidad de Cuenca, 2024-03-25) Plaza Solano, Fernanda Estefanía; Rivera Arce, Alexandra Carolina; Andrade Galarza, Juan Carlos
The present study analyzes the influence of the assortment structure in a store on the purchasing decisions of consumers of edible oils. Specifically, the effect of assortment breadth, length, depth, and spatial arrangement on variables such as product choice, brand loyalty, and spending were evaluated. The research seeks to determine the relationship between how products are organized in the store with motivation and acceptance in the customer's purchasing process. Through a quasi-experimentation manipulating the assortment of oils, the impact on both planned and impulse purchases was measured. The variables considered were length and depth of the assortment, purchase typology, spatial arrangement and final purchase decision. Edible oils were selected because they were the category with the highest participation in the sales of the specialty store. The findings show that length and depth did not significantly affect the units sold, attributing this to the fact that the drivers of choice are brand, price, and health. But an effect of spatial layout was found on unplanned purchases. In addition, the presentation in sizes and the preference for brand change versus point-of-sale change were shown to be relevant. In concludes that, for products with inelastic demand like oils, variety of options matters less than brand benefits. But strategically placing them can encourage impulse purchases. This provides implications for optimizing assortment based on consumer behavior.
Marketing digital como oportunidad para el crecimiento y posicionamiento de emprendimientos en el Azuay
(Universidad de Cuenca, 2023-05-04) Gómez Yunga, Daniela Carolina; Ortega Enríquez, Jenny Johana; Andrade Galarza, Juan Carlos
The Covid 19 pandemic generated a series of restrictive measures, which led to the sudden change of the traditional business model, forcing the incorporation of new technologies, thus moving to an online business model; digital marketing allowed this change, giving way to the creation of new entrepreneurships that operate exclusively online. This article presents the results of the implementation of digital marketing as an effective tool for entrepreneurship in the digital environment in the province of Azuay. A quantitative methodology of descriptive exploratory type was used, through the application of a survey to online entrepreneurships and obtaining digital marketing indicators. The results obtained show that entrepreneurs find in digital marketing an opportunity for the creation of their business and its subsequent growth, the main reasons for using digital marketing are: ease of sales, 24-hour access and interaction with customers, highlighting the use of social networks as the main digital tool. Additionally, retention and conversion rates reflected that a digital business, as it is maintained over time, can obtain high rates of transactions and loyal customers.
Modelo de negocios para la implementación de una tienda universitaria de la Universidad de Cuenca. Año 2019
(2019-09-20) Maldonado Valarezo, Johanna Cecibel; Ochoa Ochoa, Daniela del Rosario; Andrade Galarza, Juan Carlos
This business model seeks to market products with the image of the University of Cuenca, allowing the university community to demonstrate their identification with the institution. In addition, it seeks the development of the institution's brand through a value proposition that not only aims to provide quality products, but also has the best customer service, guaranteeing a good experience for people. A market research is essential to start with a project, with which, results will be obtained that will determine the acceptance of the products, disposition of purchase, tastes and preferences. Through the field study, surveys were conducted using sampling techniques, and interviews with people of interest who, with their knowledge, contributed to generate an initial vision for the project's approach. The CANVAS methodology was used, which is a tool that details nine indispensable components that are managed in a business to achieve success, achieving a simple and easy to interpret scheme, for the correct decision making. Together with an analysis of the internal and external environment and its fundamental factors. Additionally, plans were developed for the analysis of the project in which the strategic plan, processes and the marketing plan to be implemented are described to achieve the sustainability of "U. Cuenca Shop ". Finally, an economic, financial and risk analysis of the model was carried out, in which the most important variables are considered to determine the viability and the recovery period of the initial investment of the project.
Modelo estructural de determinantes de la intención de asistencia a los estadios de fútbol frente al nivel de rivalidad (contrincantes): caso de estudio abonados del Club Deportivo Cuenca
(Universidad de Cuenca, 2024-09-17) Ochoa Bermeo, Nicolás Bernardo; Uzhca Sagbay, Angélica Noemí; Andrade Galarza, Juan Carlos
This article addresses the determinants of the intention to attend the Alejandro Serrano Aguilar stadium for "Club Deportivo Cuenca" soccer matches in relation to the level of rivalry, the peripheral services found in the stadium, and the internal factors of the sports consumer. The peripheral services include food services, fan control, and cleanliness. The internal factors are composed of satisfaction, loyalty, and perceived level of risk. The research was conducted using the Sportscape model proposed by Wakefield and Sloan. In this model, the authors mention that both peripheral services and internal factors affect the decision to attend or not to attend a sporting event. To enrich the study, the rivalry factor was studied as a factor that can trigger the behavior to be studied. The sample was made up of subscribing and non- subscribing fans of Club Deportivo Cuenca, a First Division Ecuadorian team from the city of Cuenca. A survey was conducted with questions on a Likert scale referring to peripheral services and internal factors in relation to the type of opponent. The data obtained were analyzed using structural equation modeling.
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