Estudio del portafolio de productos de la empresa MultiPlast en el período 2019-2023 de los clientes al por mayor

Abstract

The present titration work is based on the analysis of the portfolio of the products of the MultiPlast company during the period 2019-2023 of wholesale customers, which will contribute to analyze the current situation of the company. This, in order to determine strategies that allow the sustained growth of the products with the highest turnover with them, so that the company has a certain adequate stock of products and prevents having oversized stock and that generates high levels of money amortized in inventory, which can subsequently lead to periods of serious illiquidity. Therefore, it is convenient to have accurate levels of inventory that allow rapid supply to wholesale customers, thereby ensuring their loyalty to the company. This research was carried out under a qualitative quantitative methodology and with a theoretical framework of different authors in order to be able to see and analyze what is happening in the company. It is necessary to note that there was a drop in sales in wholesalers, especially in times of the COVID-19 pandemic and that unfortunately it caused liquidity problems, this decrease occurs again in 2023 without being able to determine any cause according to the owner. With these experiences, there is an urgent need to structure marketing strategies that allow them to retain wholesale customers and stimulate greater consumption. In carrying out this investigation, it has been determined that the company does not have clear objectives on marketing or contingency measures to overcome adverse events such as the limited ones.