Archive for the ‘Business Improvement’ Category
The encouraging results achieved with the implementation of Business Improvement, have paved the way to be taken by the socialist economy. The implementation of Business Improvement has been neither an easy task, it is far from reality and what the state expects of this new system of leadership and management in industries, untapped potential there.
It is essential and necessary a change of mentality of the workers, cadres and entrepreneurs to achieve the quantum leap that requires the implementation of Business Improvement. This requires new concepts and to clearly define the rationale for each entity (The Business Object) and ways to achieve their aspirations with vision.
Determining requirements remain, not only for businesses in perfection, in our opinion, but also for the rest of the country’s businesses, have a certified accounting that reflects the balances of your financial statements, the true face of the Organization through the correct application of the Cuban Standards of Accounting, is equally crucial to have a secure market for their products and providing accurate and stable raw materials and other resources to ensure continuity of production.
It follows from the importance of diagnosis, as an initial step in the formation of Business Improvement Records, with the seriousness with which the work on this stage, we will know the difficulties presented by organizations and mechanisms and ways to resolve and future success of the remaining steps. There are currently over 1 000 Cuban entities involved in the process. Making clear that social enterprises can also be a company with high levels of efficiency and profitability in all indicators.
To achieve this recognition, economic, political and ideological must form a single whole, which show that the socialist enterprise can be as or more efficient than the best of capitalist enterprises. Today there are 64 which are officially authorized to begin the implementation stage of the process.
Electric Company in Las Tunas the business improvement process is started as in 2001, settling in the modules understood. Including marketing, which is the object of our investigation. This paper is the need for updating and implementing the marketing subsystem in our institution despite being a monopoly of this service in the territory of Las Tunas, achieving the satisfaction of the desires of our customers and improve the quality of our services and lower electrical losses that both affect the country.
It aims at critical analysis subsystem marketing (marketing in the record business improvement) in the Basic Organization Electric Las Tunas, providing the necessary criteria and analysis that support the possible modification of this subsystem in the record business improvement
Characterization of the Company
Business Object. According to Resolution 652/04 Eleventh Resolved. Transmit, distribute and commercialize electric power wholesaler in local currency and currency and local currency retail form. Provide engineering services in national currency and maintain overhead and underground electrical system Electrical Union in national currency and other entities in national currency and currency.
Performing a critical analysis of it and taking into consideration existing business changes and modifications to the objects of the entity. Coming to the conclusion: The character of electric service monopoly in the territory of Las Tunas, has contributed to the marketing of our Organization has no real hierarchy, although in the Record Business Improvement recognizes the importance of this subsystem. Little use of marketing tools, associated with market research, behavioral studies and demand forecasts, and so on. Little exploitation of the possibilities offered by the business object, by not executing activities under the same, despite having the skilled workforce and the means and tools.
The marketing and management have evolved throughout history primarily from the 40s of last century during the postwar period, given the need to create a general concept to include and coordinate a common front all commercial techniques of the company, but becomes stronger in the nineties of the century.
During the evolution of marketing has gone from a focus on production and sales to a focus on customer needs, affecting the same areas such as the acceleration of technological progress, the saturation of markets and globalization of the same All this together with the momentum that has been marketing and electronic commerce, where every day business transactions are made easier and more closely with the client.
An important aspect of marketing is without doubt the control objectives, policies and tasks conducted through marketing audits which, despite having emerged in the 50, only experienced considerable growth since the early 70, this control allows the review of problem areas in order to take corrective action in order to achieve an adequate return on marketing in the company. There are variety of methodologies and tools for conducting a marketing audit, but has not yet achieved a high degree of methodological sophistication.
In our country the marketing has been used long before the Revolution of 1959. With the triumph of the Revolution, as in the late socialist bloc did not apply marketing, was regarded as the exclusive technical market economy. For a long time worked Cuban companies back to the market.
In the year 1998 in Cuba approves the Decree Law 187, which establishes the general bases of Business Improvement. This process implies a change in business philosophy in the country, organized into 16 subsystems, one of which covers the main aspects of marketing in the Cuban company. In the general bases business philosophy states that the marketing implies “meeting the needs and desires of customers is the economic and social justification of their existence”, developed and strengthened and a marketing concept that has been spreading to all companies of either engaging in the business improvement process in our country.
Evolution of Marketing in Cuba
The fundamental law of socialism is the ever fuller satisfaction of human needs, so that socialism has full use marketing as a philosophy and technique for optimization of relations between producers and between them and consumers, be they social or individual, whether products or services, the same way and very sharp, marketing in the social, cultural, public sector, can be tool for counseling, education and guidance, mobilizing the masses to the directions of development of our society.
According to Alberto Pozo, in the 50′s, Cuba was in America a place in the use of advanced marketing techniques, only then these were targeted at sales, consumption, and therefore privileged as a distinctive feature advertising of these techniques at that time.