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Journal-General Economics
Volume 1, Issue 1 – January – June – 2017
Volume 2, Issue 3 – July – December – 2018
Journal-Economic Systems
ISSN-On line 2523-6350
RINOE®
RINOE-Cameroon
Chief Editor
RAMOS-ESCAMILLA, María. PhD
Senior Editor
SERRUDO-GONZALES, Javier. BsC
Senior Editorial Assistant
ROSALES-BORBOR, Eleana. BsC
SORIANO-VELASCO, Jesús. BsC
Editorial Director
PERALTA-CASTRO, Enrique. MsC
Executive Editor
CHIATCHOUA, Cesaire. PhD
Production Editors
ESCAMILLA-BOUCHAN, Imelda. PhD
LUNA-SOTO, Vladimir. PhD
Administration Manager
REYES-VILLAO, Angélica. BsC
Production Controllers
RAMOS-ARANCIBIA, Alejandra. BsC
DÍAZ-OCAMPO, Javier. BsC
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Editorial Board
ANGELES - CASTRO, Gerardo. PhD
University of Kent
BUJARI - ALLI, Ali. PhD
Instituto Politécnico Nacional
MIRANDA - GARCÍA, Marta. PhD
Universidad Complutense de Madrid
VARGAS - DELGADO, Oscar René. PhD
Universidad de Santiago de Compostela
MIRANDA - TORRADO, Fernando. PhD
Universidad de Santiago de Compostela
SUYO - CRUZ, Gabriel. PhD
Universidad de Santiago de Compostela
CAMPOS - QUIROGA, Peter. PhD
Universidad Real y Pontifica de San Francisco Xavier de Chuquisaca
GARCIA - ESPINOZA, Lupe Cecilia. PhD
Universidad de Santiago de Compostela
AZIZ - POSWAL, Bilal. PhD.
University of the Punjab-Pakistan
BANERJEE, Bidisha. PhD
Amity University
GUZMÁN - HURTADO, Juan Luis. PhD
Universidad de Santiago de Compostela
BARRERO - ROSALES, José Luis. PhD
Universidad Rey Juan Carlos III
ALIAGA - LORDEMANN, Francisco Javier. PhD
Universidad de Zaragoza
GUZMAN - SALA, Andrés. PhD
University of California
PEREIRA - LÓPEZ, Xesús. PhD
Universidad de Santiago de Compostela
BARDEY, David. PhD
University of Besançon
GÓMEZ - MONGE, Rodrigo. PhD
Universidad de Santiago de Compostela
HIRA, Anil. PhD
Claremont Graduate School
FELDMAN, German. PhD
Johann Wolfgang Goethe Universität
IBARRA - ZAVALA, Darío Guadalupe. PhD
New School for Social Research
GARCÍA Y MOISES, Enrique. PhD
Boston University
CHAPARRO, Germán Raúl. PhD
Universidad Nacional de Colombia
VARGAS - HERNANDEZ, José G. PhD
Keele University
BELTRÁN - MORALES, Luis Felipe. PhD
Universidad de Concepción
VILLASANTE, Sebastián. PhD
Universidad de Santiago de Compostela
BLANCO - GARCÍA, Susana. PhD
Universidad Complutense de Madrid
VALDIVIA - ALTAMIRANO, William Fernando. PhD
Universidad Nacional Agraria La Molina
DE AZEVEDO - JUNIOR, Wladimir Colman. PhD
Universidade Federal do Amazonas
LUO, Yongli. PhD
Universidad de Chongqing
PALACIO, Juan. PhD
University of St. Gallen
DANTE - SUAREZ, Eugenio. PhD
Arizona State University
D. EVANS, Richard. PhD
University of Greenwich
NIEVA - ROJAS Jefferson. PhD
Universidad Autónoma de Occidente
MANRÍQUEZ - CAMPOS, Irma. PhD
Instituto de Investigaciones Económicas – UNAM
Comité Arbitral
OLIVES - MALDONADO, Carlos. PhD
Universidad Nacional de Cuyo
GALICIA - PALACIOS, Alexander. PhD
Instituto Politécnico Nacional
SAENZ - OZAETTA, Carlos. PhD
Universidad Técnica de Babahoyo
QUISPE, Jimmy. PhD
Universidad Superior Politécnica del Litoral
SOLORZANO - MENDEZ, Víctor. PhD
Universidad Agraria la Molina
HERNÁNDEZ, Carmen Guadalupe. PhD
Instituto Politécnico Nacional
LUIS - PINEDA, Octavio. PhD
Instituto Politécnico Nacional
CAICHE - ROSALES, Willian. PhD
Universidad Tecnológica Empresarial de Guayaquil
GIRÓN, Alicia. PhD
Universidad Nacional Autónoma de México
GARCÍA - ELIZALDE, Maribel. PhD
Universidad Nacional Autónoma de México
HUERTA - QUINTANILLA, Rogelio. PhD
Universidad Nacional Autónoma de México
ORDÓÑEZ - GUTIÉRREZ, Sergio Adrián. PhD.
Universidad Nacional Autónoma de México
MORÁN - CHIQUITO, Diana María. PhD
Universidad Autónoma Metropolitana
PELAYO - MACIEL, Jorge. PhD
Universidad de Guadalajara
CAMELO - AVEDOY, José Octavio. PhD
Universidad de Guadalajara
ACEVEDO - VALERIO, Víctor Antonio. PhD.
Universidad Michoacana de San Nicolás de Hidalgo
SANCHEZ - CANO, Julieta Evangelina. PhD
Universidad Juárez del Estado de Durango
TAVERA - CORTÉS, María Elena. PhD
Colegio de Postgraduados
CONTRERAS - ÁLVAREZ, Isaí. PhD
Universidad Autónoma Metropolitana
VILLALBA - PADILLA, Fátima Irina. PhD
Instituto Politécnico Nacional
SÁNCHEZ - TRUJILLO, Magda Gabriela. PhD
Universidad de Celaya
FERNÁNDEZ - GARCÍA, Oscar. PhD
Instituto Politécnico Nacional
SALAMANCA - COTS, María Rosa. PhD
Universidad Nacional Autónoma de México
MALDONADO - SANCHEZ, Marisol. PhD
Universidad Autónoma de Tlaxcala
PERALES - SALVADOR, Arturo. PhD
Universidad Autónoma de Chapingo
CAMPOS - RANGEL, Cuauhtémoc Crisanto. PhD
Universidad Autónoma de Tlaxcala
NOVELO - URDANIVIA, Federico Jesús. PhD
Universidad Autónoma Metropolitana
GÓMEZ - CHIÑAS, Carlos. PhD
Instituto Politécnico Nacional
VARGAS - SANCHEZ, Gustavo. PhD
Universidad Autónoma Metropolitana
TREJO - GARCÍA, José Carlos. PhD
Instituto Politécnico Nacional
MANJARREZ - LÓPEZ, Juan Carlos. PhD
El Colegio de Tlaxcala
MARTÍNEZ - SÁNCHEZ, José Francisco. PhD
Instituto Politécnico Nacional
COTA - YAÑEZ, María del Rosario. PhD
Universidad de Guadalajara
MARTÍNEZ - GARCÍA, Miguel Ángel. PhD
Instituto Politécnico Nacional
GAVIRA - DURÓN, Nora. PhD
Instituto Politécnico Nacional
BECERRIL - TORRES, Osvaldo U. PhD
Universidad Autónoma del Estado de México
CAPRARO - RODRÍGUEZ, Santiago Gabriel Manuel. PhD
Universidad Nacional Autónoma de México
ISLAS - RIVERA, Víctor Manuel. PhD
Instituto Politécnico Nacional
OLIVO - ESTRADA, José Ramón. PhD
Instituto Pedagógico de Estudios de Posgrado
RUIZ - MARTINEZ, Julio César. PhD
Instituto Politécnico Nacional
PÉREZ - SOTO, Francisco. PhD
Colegio de Postgraduados
SALDAÑA - CARRO, Cesar. PhD
Colegio de Tlaxcala
GARCÍA - ROJAS, Jesús Alberto. PhD
Universidad de Puebla
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Presentation of the content
In the first article we present Diagnosis of the area of human resources in SMEs of Ciudad
Obregón, Sonora by NAVARRO-ARVIZU, Elba Myriam, LEYVA-OSUNA, Beatriz Alicia, LÓPEZ-
PARRA, María Elvira, and GONZÁLEZ-NAVARRO, Nora Edith with adscription in the Instituto
Tecnológico de Sonora, in the next article Methodology for Logistics Management at the Micro, Small
and Medium Enterprises by ROMERO-CRUZ, Clara , MÉNDEZ-HERNÁNDEZ, José Luis, VEGA-
ROCHA, Roberto and HERNÁNDEZ-HERNÁNDEZ, María Elena with adscription in the Instituto
Tecnológico Superior de San Martín Texmelucan, in the next article Commercial strategy by ARROYO-
RUIZ, Armando, HERNÁNDEZ-HERNÁNDEZ, María Elena and PÉREZ-MEJÍA, Salvador with
adscription in the Instituto Tecnológico Superior de San Martín Texmelucan,. in the next article
Reasoning process information at the cognitive approach in the provision of purchasing goods and
services young wine “Guanajuatense”s by RAMIREZ-RUIZ, Wendy Carolina Azucena & NAVA-
ÁVILA, María Georgina with adscription in the Universidad Tecnológica de León.
Content
Article
Page
Diagnosis of the area of human resources in SMEs of Ciudad Obregón, Sonora
NAVARRO-ARVIZU, Elba Myriam, LEYVA-OSUNA, Beatriz Alicia, LÓPEZ-
PARRA, María Elvira, and GONZÁLEZ-NAVARRO, Nora Edith
Instituto Tecnológico de Sonora
1-8
Methodology for Logistics Management at the Micro, Small and Medium
Enterprises
ROMERO-CRUZ, Clara, MÉNDEZ-HERNÁNDEZ, José Luis, VEGA-ROCHA,
Roberto and HERNÁNDEZ-HERNÁNDEZ, María Elena
Instituto Tecnológico Superior de San Martín Texmelucan
9-16
Commercial strategy
HERNÁNDEZ-HERNÁNDEZ, María Elena, ARROYO-RUIZ, Armando and PÉREZ-
MEJÍA, Salvador
Instituto Tecnológico Superior de San Martín Texmelucan
17-19
Reasoning process information at the cognitive approach in the provision of
purchasing goods and services young wine “Guanajuatense´s
RAMIREZ-RUIZ, Wendy Carolina Azucena & NAVA-ÁVILA, María Georgina
Universidad Tecnológica de León
20-26
1
Article Journal-Economic Systems December, 2018 Vol.2 No.3 1-8
Diagnosis of the area of human resources in SMEs of Ciudad Obregón, Sonora
Diagnóstico del área de recursos humanos en SMEs de Ciudad Obregón, Sonora
NAVARRO-ARVIZU, Elba Myriam†*, LEYVA-OSUNA, Beatriz Alicia, LÓPEZ-PARRA, María
Elvira and GONZÁLEZ-NAVARRO, Nora Edith
Instituto Tecnológico de Sonora
ID 1st Author: Elba Myriam, Navarro-Arvizu / ORC ID: 0000-0003-2695-0883, Researcher ID Thomson: S-5657-2018, PubMed Autor ID: elbamyriam, CVU CONACYT ID: 648109
ID 1st Coauthor: Beatriz Alicia, Leyva-Osuna / ORC ID: 0000-0003-4935-6326, Researcher ID Thomson: S-5836-2018, PubMed Autor ID: beatrizleyva, CVU CONACYT ID: 285583
ID 2nd Coauthor: María Elvira, López-Parra / ORC ID: 0000-0003-3552-3517, Researcher ID Thomson: S-5729-2018,
CVU CONACYT ID: 252600
ID 3rd Coauthor: Nora Edith González-Navarro / ORC ID: 0000-0002-7112-8082, Researcher ID Thomson: S-6890-2018, PubMed Autor ID: Nora Edith González Navarro, CVU CONACYT ID: 280977
Received July 11, 2018; Accepted December 03, 2018
Abstract
This research is a study of the functions performed in the
human resources area of two organizations located in
Ciudad Obregón, Sonora, both SMEs, belonging to the
service sector and founded in 2009, with the purpose of
give improvement proposals for this area based on to the
diagnosis of these functions to achieve an improvement in
organizational performance. This research is descriptive,
not experimental and qualitative. As a result, it was
obtained that SMEs do not have an exclusive area to meet
the needs and requirements of the staff, the processes of
this department are carried out informally and by the
business owner. Based on these results, improvement
proposals were prepared for each SME and a manual of
policies and procedures was designed for the functions of
the human resources department as well as an induction
manual to support this activity.
Diagnosis, Human Resource, Administration of
Personal, SMEs
Resumen
Esta investigación es un estudio a las funciones realizadas
en el área de recursos humanos de dos organizaciones
localizadas en Ciudad Obregón, Sonora, ambas SMEs,
pertenecientes al sector servicios y fundadas en 2009, con
la finalidad de plantear propuestas de mejora para esta área
en base al diagnóstico de dichas funciones para lograr una
mejora en el desempeño organizacional. Dicha
investigación es descriptiva, no experimental y cualitativa.
Como resultados se obtuvo que las SMEs no cuentan con
un área exclusiva para atender necesidades y
requerimientos del personal, los procesos de este
departamento son realizados de manera informal y por el
dueño del negocio. Partiendo de estos resultados se
elaboraron propuestas de mejora para cada PyME y se
diseñó un manual de políticas y procedimientos para las
funciones del departamento de recursos humanos así como
un manual de inducción que de soporte en esta actividad
Diagnóstico, Recurso Humano, Administración de
Personal, SMEs
Citation: NAVARRO-ARVIZU, Elba Myriam, LEYVA-OSUNA, Beatriz Alicia, LÓPEZ-PARRA, María Elvira and
GONZÁLEZ-NAVARRO, Nora Edith. Diagnosis of the area of human resources in SMEs of Ciudad Obregón, Sonora.
Journal-Economic Systems. 2018. 2-3: 1-8
* Correspondence to Author (email: elba.navarro@itson.edu.mx)
† Researcher contributing as first author.
© RINOE Journal-Cameroon www.rinoe.org/cameroon
2
Article Journal-Economic Systems
December, 2018 Vol.2 No.3 1-8
ISSN 2523-6350
RINOE® All rights reserved NAVARRO-ARVIZU, Elba Myriam, LEYVA-OSUNA, Beatriz
Alicia, LÓPEZ-PARRA, María Elvira and GONZÁLEZ-NAVARRO,
Nora Edith. Diagnosis of the area of human resources in SMEs of
Ciudad Obregón, Sonora. Journal-Economic Systems. 2018.
Introduction
In the opinion of Del Ángel (2016) for Mexico,
SMEs are indispensable in their growth, due to
the fact that they have an important amount of
this type of companies, which should be used as
a competitive advantage to attract new
investments and strengthen the presence of
Mexican products not only abroad but also
within the same country.
Coinciding with the above, is the
contribution of Palomo (2005), who says that
"SMEs are important for the economy and
development of the country, due to the number
of jobs they generate and their contribution to the
economic impact in the market." In addition, he
affirms that it is important that they continue to
exist, and that they grow to expand the positive
impact on the economy.
This author mentions several studies that
have been carried out to identify the problems
that afflict this type of companies, where it can
be observed that, among others, problems related
to the personnel that work in them are
mentioned. In the same way, Zapata (2005)
ensures that among the ten main problems faced
by SMEs are those related to the low
participation of employees in the planning of the
company's activities, little attention to the
process of selection and induction of staff, little
or no motivation of employees and lack of
training on current issues.
On the other hand, Chiavenato (2007)
ensures that every organization, whatever its
size, depends on people to function, because
they are the ones who direct, control and operate
them; He affirms that "there is no organization
without people and it depends on them for
success and continuity".
Because of this, the author asserts that
studying people must be basic in organizations
and mentions that modern human resources
management seeks to see people as such and not
just as a resource or input. He adds that "the
current trend is for all people at all levels to be
administrators, and not just directors of their
tasks."
For this reason, it is important to also
take into account the individual differences and
the diversity that exists within the companies, as
well as considering that the greater the
difference.
The greater the potential for creativity
and innovation and if each person is aware that
it is an element of diagnosis and problem
solving, in addition to performing their
corresponding tasks, their work It will improve
continuously as people contribute to
organizations with skills, knowledge, attitudes,
behaviors, perceptions, among others, playing
different roles according to the position they
occupy and these differences of personality,
experience and motivation are what make them
an very diversified resource, which should be
given its real importance, hence the approach of
the following Question: How to improve the
organizational performance of SMEs in the
locality through the review of the functions
performed in the area of human resources? As
an objective derived from the realization of this
research it was established to propose
improvement proposals for the area of human
resources of SMEs in the locality based on a
diagnosis of the functions performed in said area
in order to achieve an improvement in
performance organizational.
Theoretical Framework
An important aspect of this research was the
analysis of the following terms: Diagnosis. For
Arteaga and González (2001) the diagnosis is a
comparison between a situation that is known by
means of a research and another previously
known, which serves as a reference and its
purpose is to obtain true knowledge that
originates a change based on needs and interests
of the parties involved. On the other hand,
González (2013) states that it is a process that is
carried out with the purpose of obtaining and
analyzing information that provides help in the
evaluation of different problematic situations, to
which solution strategies will be proposed; adds
that the diagnosis, in addition to the above,
prioritizes the needs and problems detected. On
the other hand, Rocha (2010) agrees in the
conceptualization of the diagnosis with the
previous authors, since it mentions that it is a
process in which aspects of the organizations are
studied in order to detect situations that need to
be solved and to be able to propose solutions, in
addition, states that there are two types of
diagnosis, the integral, "which covers an
extensive viewof aspects or business variables"
considering all the parts that make up the
company under study "and the specific
diagnosis, which focuses on one or few aspects
of the object in study, that is, study only part of
the organization.
3
Article Journal-Economic Systems
December, 2018 Vol.2 No.3 1-8
ISSN 2523-6350
RINOE® All rights reserved NAVARRO-ARVIZU, Elba Myriam, LEYVA-OSUNA, Beatriz
Alicia, LÓPEZ-PARRA, María Elvira and GONZÁLEZ-NAVARRO,
Nora Edith. Diagnosis of the area of human resources in SMEs of
Ciudad Obregón, Sonora. Journal-Economic Systems. 2018.
Similarly, Braidot, Formento and
Nicolini (2006) believe that an organization can
be diagnosed at different levels: in the first level,
it is carried out to detect problems, in the second,
to look for solutions focusing on the
improvement procedure; and, the strategic
diagnosis is the one that includes the two
previous ones, starting from changes in the
environment and recognizing that it is necessary
to integrate efforts of improvement to the key
problems detected, which will allow to obtain
substantial changes in the organization. Based
on the above, diagnosis is defined as the process
through which problematic or opportunity areas
are detected in companies, in order to propose
possible solutions that help overcome or
minimize the identified problems.
2.2 Human resource. Acosta (2008)
assures that the term human resource is the group
of people that work in an organization and that
is usually synonymous with personnel. He adds
that when this term is used in plural, it usually
refers to the administrative area that is
responsible for the company's personnel,
performing the functions of recruitment,
development, training, dismissal, among others.
Coinciding with Acosta (2008), Moreno and
Godoy (2012) affirm that "in an organization,
human resources are made up of the individuals
that make it up, whether they are professionals,
executives, workers, among others", to those
who characterize their knowledge, experiences,
individualities and diverse competences, which
is what makes the organizational objectives
achieved. Assevera that the key for an
organization to grow is to have productive
people with the appropriate educational level,
which shows that this type of resource gives
additional value to the organization.
Likewise, Hernández and Quezada
(2016) conceptualize human resources as the set
of people belonging to a public or private
organization, where they work performing
various tasks assigned to them based on their
abilities and talents, in addition to considering
the daily needs that are presented in the
company. On the other hand, Chiavenato (2007)
affirms that they are the people who "enter,
remain and participate in the organization",
regardless of the hierarchical level they are in or
the task they perform can be found distributed at
managerial, intermediate and operational levels;
besides being "the only living and dynamic
resource of the organization", which makes
decisions on how to handle other resources.
Therefore, the human resource is the
most important type of resource that every
organization has because they are those who
generate added value to the company and who in
turn manage the other existing resources.
2.3 Staff Administration. Dessler (2001)
defines it as "policies and practices that are
required to carry out the aspects related to people
or human resources that belong to an
administrative position".
In turn, Chiavenato (2007) adds that the
administration of human resources is an
interdisciplinary area, because in it they put into
practice knowledge of industrial and
organizational psychology, organizational
sociology, industrial engineering, labor law,
systems engineering, computing, among others;
and the issues that are usually addressed in this
area range from application and interpretation of
psychological tests, interviews, technology of
individual learning and organizational changes,
nutrition, social service, life and career plans, job
design, job satisfaction , absenteeism, salaries,
accidents at work, even transportation for staff
and many other matters, both internal to the
organization and to external or environmental.
Based on the previous contributions is
conceptualized to personnel management as all
those actions necessary to staff each of the
positions that form the organizational structure,
as well as those actions necessary to maintain
and retain such personnel in the organization.
2.4 SMEs. According to different
criteria, the conceptualization of SMEs can vary,
the most used is the number of employees that
comprise it, which in turn will depend on the
country and the productive sector to which it
belongs. In Mexico, this number varies between
11 and 100 employees, regardless of the sector
to which the company belongs. (Monroy, 2007).
The common characteristics shared by
this type of company, according to Rodríguez
(2010) are: a) little or no specialization in
administration, b) little knowledge of sources of
financing by the owner, c) total dependence on
the community where it is located and of your
environment.
Braidot, Formento and Nicolini (2006)
assure that "SMEs are very different from large
companies" so they should be studied in an
independent way.
4
Article Journal-Economic Systems
December, 2018 Vol.2 No.3 1-8
ISSN 2523-6350
RINOE® All rights reserved NAVARRO-ARVIZU, Elba Myriam, LEYVA-OSUNA, Beatriz
Alicia, LÓPEZ-PARRA, María Elvira and GONZÁLEZ-NAVARRO,
Nora Edith. Diagnosis of the area of human resources in SMEs of
Ciudad Obregón, Sonora. Journal-Economic Systems. 2018.
They also mention that in recent years,
several international studies of this type of
companies have reached the conclusion that both
innovation and the management of total quality
and formalization in management practices
widely benefit SMEs, but despite this, it is still
difficult to explain the reasons why this type of
companies do not apply these strategies.
Some of the advantages of the SMEs
according to Del Ángel (2016) is that they are an
important driver of local and regional
development in the country where they are
located; they are dynamic, with possibilities to
grow and become a large company; they
generate jobs, attracting a large number of the
economically active population; and, easily
adapt new technologies to their processes. As
disadvantages, it can be presented that profits are
not reinvested in improvements of equipment
and production techniques; In general,
specialized and trained personnel are not hired
since this represents paying high salaries; Poor
production quality due to few or no quality
controls; little staff training due to the costs this
causes; flight of trained personnel; problems
arising from lack of organization.
It can be said that conceptualizing SMEs
is somewhat complicated, since this will depend
on the country to which they belong, the
productive sector they are engaged in and
various factors that must be considered, such as
the number of workers, their volume of annual
sales, production volume and size of your
capital. The most used criterion is the number of
employees, where it is considered that a
company is small when it has between 11 and 50
employees and median when this number is from
51 to 100 workers.
Research Methodology
The present investigation is of descriptive, non-
experimental and qualitative type where the
characteristics and current situation of the SMEs in
study are described, identifying the existing
opportunities in the area of human resources
without manipulation of variables.
- 3.1 Objects of study. The two
organizations studied in the present investigation
belong to the services sector, both are located in
Ciudad Obregón, Sonora and founded in 2009.
The first one is a sushi restaurant, with 12
employees, of which seven they are men and five
are women, most of them have a basic education,
only two have a university degree.
The other organization under study is a
gym that has 22 employees, of which 13 are
women and 9 are men. Like the previous
company, the majority of its employees have a
basic education and only one of them has a
degree.
3.2 Instruments. To obtain the necessary
information for this study, two instruments were
designed, one to carry out the characterization of
each organization and another one to be able to
diagnose the area of human resources.
The instrument to carry out the
characterization of the company is divided into five
sections: the first one is to obtain general
information about the company, has 20 items,
where you can count on your name, federal register
of taxpayers, date of foundation, location, number
of employees, size, products or services offered,
main customers and suppliers, among others. In the
second section the background of the company is
requested, in the third part it is requested to describe
its productive process, in the fourth section the
organization is requested and in the last section
there is a control format, which shows the date of
application of the instrument, the identification data
of the interviewer and the name and signature of the
person who answered the instrument.
The second instrument used was designed
with the purpose of obtaining information to be able
to diagnose the area of human resources and each
of the functions performed there. It is divided into
five sections or sections. The first section is general
data, where the name of the person who answers the
instrument, the position he occupies, the
department he belongs to, his seniority in the
position, the date he joined the organization, his
degree of schooling and its gender. In the second
part of the instrument the instructions are given to
answer it as well as a thank you for your
collaboration. The following section begins with
the reagents, which are a total of 43, with which it
is questioned whether the company has an area
dedicated to the administration of personnel, who is
responsible for performing the functions of
recruitment, selection, hiring and induction, and
more specific questions about how each of these
functions corresponding to this area is executed.
5
Article Journal-Economic Systems
December, 2018 Vol.2 No.3 1-8
ISSN 2523-6350
RINOE® All rights reserved NAVARRO-ARVIZU, Elba Myriam, LEYVA-OSUNA, Beatriz
Alicia, LÓPEZ-PARRA, María Elvira and GONZÁLEZ-NAVARRO,
Nora Edith. Diagnosis of the area of human resources in SMEs of
Ciudad Obregón, Sonora. Journal-Economic Systems. 2018.
Then there is a section where the
interviewer can make his notes on the observations
made and finally there is a control section, where
the application date of the instrument is requested,
the identification data of the interviewer and the
name and signature of the person who answered the
instrument.
3.3 Process. To carry out this research
work, the following phases were considered:
1. First, SMEs from the locality that wanted
to participate in the research were
sought, obtaining a favorable response
from four of them.
2. Presentation of the project to the
entrepreneur through an interview where
he was explained in detail the objective
set in the research, what would be the
process to follow and the positive impact
that would get to participate in the
project.
3. A characterization was made to each one
of the SMEs under study applying the
instrument designed for this purpose and
with which information was obtained
about their background, turnover,
number of employees, products and / or
services offered to the market, types of
clients, organizational structure, among
others.
4. The instrument was designed and
validated to gather information about the
functions performed in the human
resources area of each of the
participating SMEs.
5. Once the instrument was validated, it
was applied to the person in charge of the
human resources area in each of the
SMEs under study.
6. Based on the information obtained by
applying the designed instrument, a
diagnosis was made of the functions
performed in the area of human
resources, capturing the real situation of
this area in each of the SMEs involved.
7. Based on the diagnosis made,
improvement proposals were prepared
for the areas of opportunity detected for
each of the functions of the human
resources area carried out in the SMEs
participating in the project.
8. In order that the entrepreneur
implements in a short time the
improvement proposals that were
prepared, they were designed, developed
for its early implementation.
9. A final report was drawn up with the
results to present to each of the
participating entrepreneurs, this report
contains the diagnosis made, the
improvement proposals elaborated and
the development of these, in addition to
suggesting a process of implementation
of said proposals.
Results
As results of the present investigation, once the
instruments designed were applied, the analysis
of the answers provided was carried out, finding
the following:
a) in the company that is a gym, there is no
specialized area that focuses on the
administration of personnel, being the
position of general director who
performs the corresponding functions to
that area. The recruitment process is not
formalized, but the company has
descriptions of each position by area of
work that include the profile that must
cover the person who comes to occupy
that position. The sources of recruitment
used are internal, since it is through
recommendations of the same employees
that the vacancies available in the
organization are disclosed and the
interested parties send a job application
to the company.
Within the selection process candidates
are tested to see how efficient they are in their
work taking into consideration the attitude with
the client, the prior knowledge they have in the
position and the experience they have.
The selection of the personnel is carried
out by the immediate supervisor, who, in order
to make a decision, also considers the
description of the job position and the job
application submitted, in addition to
interviewing the candidate.
For the application of the contracting
process that takes place in the company, it is not
necessary to perform medical, general
knowledge or psychometric exams, but if the
candidate is put to the test performing the
functions of the position for a period of 15 days,
in addition to verify the candidate's personal data
via telephone, as well as the personal references
that you have provided.
6
Article Journal-Economic Systems
December, 2018 Vol.2 No.3 1-8
ISSN 2523-6350
RINOE® All rights reserved NAVARRO-ARVIZU, Elba Myriam, LEYVA-OSUNA, Beatriz
Alicia, LÓPEZ-PARRA, María Elvira and GONZÁLEZ-NAVARRO,
Nora Edith. Diagnosis of the area of human resources in SMEs of
Ciudad Obregón, Sonora. Journal-Economic Systems. 2018.
The decision of the hiring is in charge of
the manager of the company, although this is not
the immediate boss, such hiring is done
eventually and in writing.
Once the trial period of the candidate has
been completed and the hiring decision is
favorable, the candidate is informed of this
decision so that from that moment he starts
working in the company, without there being an
induction process or a manual specific to provide
the new employee.
b) The sushi restaurant company does not
have a specialized area for personnel
management, so the functions of that
area are performed by the business
owner. The functions of recruitment,
selection, hiring and induction are
carried out informally; that is, when it is
necessary to hire staff to cover a vacancy,
in addition to verifying that the candidate
is of legal age, only the previous
experience that he / she presents in the
elaboration of dishes is considered, in the
case of being the position of cook, and
through an interview if the positions
requested are from waitress or cashier. It
is important to clarify that the interview
is informal, since there is no structure
designed for this function. Neither
medical nor psychometric examinations
are applied, only the verification of labor
references provided by the candidate is
carried out. The decision of the hiring is
also taken by the owner, the signing of
any formal contract or in writing is not
made and the induction process consists
only in informing the new employee of
the functions he will perform in the
position he occupies, assigning him a
person to teach you how things should be
done.
Based on the results obtained, we
proceeded to elaborate proposals for
improvement for both SMEs, among which the
following can be highlighted:
1. Formalize each of the processes
(recruitment, selection, hiring and
induction) related to the administration
of personnel for each of the SMEs under
study.
2. Have a person who is exclusively
responsible for performing the functions
of this area.
3. Establish policies for the administration
of personnel that serve as a guide for
decision-making related to this area.
4. Prepare a manual of policies and
procedures exclusively for the area of
human resources, where each of the
functions to be performed in said area is
clearly and thoroughly described.
5. Prepare an induction manual to support
the implementation of this important
process in the incorporation of a new
employee to the company.
In addition to the improvement proposals
made to the SMEs, it was supported in the
elaboration of the policies for the area of human
resources, in the same way the manual of
policies and procedures was designed for this
same department as well as the induction manual
that will serve as support in this function.
Conclusions
The findings obtained in the present study,
corroborate the difficult condition that SMEs go
through in terms of human resources, since for
different reasons, whether financial, cultural or
other, this type of company usually does not
have a specific area dedicated exclusively to
meet the requirements and needs of its staff,
being the owner or manager of the business who
must take charge of performing the functions of
this department, whether or not you have
sufficient knowledge to do so.
Reinforcing the above, Jaramillo (2005),
states that one of the internal problems that
hinders the development of SMEs is the poor
management of human resources within
organizations, so it is considered of utmost
importance to pay timely attention to This area,
as well as the functions carried out in it, with the
purpose of ensuring that the organization has the
appropriate personnel to support the fulfillment
of the objectives set, thus achieving
organizational efficiency and effectiveness.
Therefore, it is considered indispensable
that the investigated SMEs put into practice the
proposals that were made to them as well as
implement the manuals that were designed for
exclusive use for each of them.
7
Article Journal-Economic Systems
December, 2018 Vol.2 No.3 1-8
ISSN 2523-6350
RINOE® All rights reserved NAVARRO-ARVIZU, Elba Myriam, LEYVA-OSUNA, Beatriz
Alicia, LÓPEZ-PARRA, María Elvira and GONZÁLEZ-NAVARRO,
Nora Edith. Diagnosis of the area of human resources in SMEs of
Ciudad Obregón, Sonora. Journal-Economic Systems. 2018.
It can be concluded by reinforcing the
importance of continuing to carry out this type
of research in which the university is linked to
companies, since through these interventions
benefits are obtained for the SMEs under study,
through the diagnoses made as well as of the
proposals and implementation of improvements
that are made to them; Like the students
participating in these projects, who put into
practice in the real field the knowledge acquired
in the classroom.
It can be concluded that every
organization is composed of people, who
contribute their skills, knowledge, experiences
and attitudes to the success and permanence of
the company, hence the importance of
conducting studies focused on this subject,
which serve to improve the functions performed
by the area in charge of the personnel and in this
way we can count on suitable employees to
perform the assigned positions, contributing in
this way in the organizational improvement.
References
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Universidad del Norte en los sectores de
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8
Article Journal-Economic Systems
December, 2018 Vol.2 No.3 1-8
ISSN 2523-6350
RINOE® All rights reserved NAVARRO-ARVIZU, Elba Myriam, LEYVA-OSUNA, Beatriz
Alicia, LÓPEZ-PARRA, María Elvira and GONZÁLEZ-NAVARRO,
Nora Edith. Diagnosis of the area of human resources in SMEs of
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nepage&q&f=false
.
9
Article Journal-Economic Systems December, 2018 Vol.2 No.3 9-16
Methodology for Logistics Management at the Micro, Small and Medium
Enterprises
Metodología para la gestión logística en la micro, pequeña y mediana empresa
ROMERO-CRUZ, Clara †*, MÉNDEZ-HERNÁNDEZ, José Luis, VEGA-ROCHA, Roberto and
HERNÁNDEZ-HERNÁNDEZ, María Elena
Instituto Tecnológico Superior de San Martín Texmelucan. Camino a la Barranca de Pesos S/N Col. San Lucas Atoyatenco.
ID 1st Author: Clara, Romero-Cruz / ORC ID: 0000-0002-69395712, Researcher ID Thomson: S-5947-2018, CVU
CONACYT ID: 947137
ID 1st Coauthor: José Luis, Méndez-Hernández / ORC ID: 0000-0002-89461051, Researcher ID Thomson: S-7848-2018,
CVU CONACYT ID: 367084
ID 2nd Coauthor: Roberto, Vega-Rocha / ORC ID: 0000-0001-5932-3654, Researcher ID Thomson: S-7958-2018, CVU
CONACYT ID: 947200
ID 3rd Coauthor: María Elena, Hernández-Hernández / ORC ID: 0000-0001-7172-3802, Researcher ID Thomson: O-8193-
2018, CVU CONACYT ID: 927536
Received August 02, 2018; Accepted December 10, 2018
Abstract
With the development of a methodology for Logistics Management in
the MSMEs, it is possible to shorten the gap in operational efficiency with respect to large companies.In Mexico, the importance of the
MSMEs in the creation of jobs is evident. "In the 2015 National Survey
on Productivity and Competitiveness of Micro, Small and Medium-sized Enterprises, 97.6% are micro-enterprises and concentrate 75.4% of the
employed personnel. Small companies are 2% and have 13.5% of the staff employed. The medians represent 0.4% of the economic units and
have just over 11% of the employed. In the 2013-2014 period, 2.2% of
small companies and 5.6% of medium-sized companies participated in productive value chains. Of the remaining, it declares not to participate
in said production scheme, it highlights as a reason the lack of
information for 73.5% of small companies and 72.4% of medium-sized companies ". Press Release no. 285/16 of July 13, 2016 Aguascalientes,
AGS Page 1/3. Extracted on June 13, 2018 from
http://www.inegi.org.mx/saladeprensa/boletines/2016/especiales/especiales2016_07_02.pdf. The objective is to make known the development
of a methodology for logistics management, feasible to apply in the
MSMEs. The research methodology used includes deductive and analytical methods. The contribution is related to the importance of
logistics in companies, which is a strategic aspect, with a key role to
streamline the administration of the supply chain.
MSMEs, strategy, logistics, methodology, administration, Supply
chain
Resumen
Con el desarrollo de una metodología para la Gestión Logística en la
MSMEs, es posible acortar la brecha en eficiencia operativa respecto de las grandes compañías.En México es evidente la importancia de la
MSMEs en la generación de empleos. “En la Encuesta Nacional sobre
Productividad y competitividad de las Micro, Pequeñas y Medianas empresas 2015, 97.6% son microempresas y concentran el 75.4 % del
personal ocupado. Las empresas pequeñas, son un 2% y tienen el 13.5% del personal ocupado. Las medianas representan 0.4% de las unidades
económicas y tienen poco más del 11% de los ocupados. En el periodo
2013-2014, el 2.2% de las empresas pequeñas y el 5.6% de las medianas participaron en cadenas productivas de valor. Del restante, declara no
participar en dicho esquema de producción, destaca como razón la falta
de información para el 73.5% de las empresas pequeñas y el 72.4% de las empresas medianas”. Boletín de prensa núm. 285/16 del 13 de julio
de 2016 Aguascalientes, AGS Página 1/3. Extraído el 13 de junio del
2018 de http://www.inegi.org.mx/saladeprensa/boletines/2016/ especiales/especiales2016_07_02.pdf. El objetivo es dar a conocer el
desarrollo de una metodología para la gestión logística, factible de aplicar
en la MSMEs. La metodología de investigación utilizada incluye los métodos deductivo y analítico. La contribución está relacionada con la
importancia de la logística en las empresas, misma que es un aspecto
estratégico, con un papel clave para eficientar la administración de la cadena de suministros.
Msmes, Estrategia, Logística, Metodología, Administración, Cadena
de Suministros
Citation: ROMERO-CRUZ, Clara, MÉNDEZ-HERNÁNDEZ, José Luis, VEGA-ROCHA, Roberto and HERNÁNDEZ-
HERNÁNDEZ, María Elena. Methodology for Logistics Management at the Micro, Small and Medium Enterprises. Journal-
Economic Systems. 2018. 2-3: 9-16
* Correspondence to Author (email: clara.romcruz@gmail.com)
† Researcher contributing as first author.
© RINOE Journal-Cameroon www.rinoe.org/cameroon
10
Article Journal-Economic Systems December, 2018 Vol.2 No.3 9-16
ISSN 2523-6350
RINOE® All rights reserved ROMERO-CRUZ, Clara, MÉNDEZ-HERNÁNDEZ, José Luis, VEGA-ROCHA, Roberto and HERNÁNDEZ-HERNÁNDEZ, María Elena.
Methodology for Logistics Management at the Micro, Small and Medium
Enterprises. Journal-Economic Systems. 2018.
Introduction
Latent supply chain management, need to
respond to the current dynamics prevailing
between customer and supplier to deliver
manufactured to specifications and delivered on
time and quantity required; however, conform to
specifications and delivery times requires
integrated all the elements that make up a supply
chain management.
The importance of this research and its
added value, is to create a methodology that is
useful and easy to apply to who is in charge of
directing and coordinating a supply chain in the
MSMEs, a sector that has a preponderant role in
the economy of a country and which is difficult
to remain in the market for lack of tools based on
industrial engineering, which support their daily
work in the production floor; ranging from the
planning of materials to the sale of the final
product.
The particular characteristics of this
methodology indicate the steps to follow in order
to carry out the management of a company's
logistics in a clear and simple way, as an
elementary guide, dealing in the first instance
with the calculation of the sales forecast, and
then continue with the development of the
aggregate production plan by product families
and later with the calculation of the master
production program for specific products and
finally carrying out the capacity planning.
The problem that will be solved with the
development of this methodology is the change
in the way of managing the operations related to
logistics in the scope of the MSMEs, which is
usually carried out in an ordinary manner,
without an engineering base.
The development of a methodology that
serves the Micro, Small and Medium companies
to manage their supply chain, is carried out in the
facilities of the Higher Technological Institute of
San Martín Texmelucan (ITSSMT).
The hypothesis that sustains this research
is related to the way of managing the operations
related to logistics in the scope of the MSMEs,
which is usually carried out in an ordinary way,
without an engineering base.
The summary of this paper explains the
idea of the research, as well as the problem to be
solved and the expected results, the introduction
highlights the importance of the work to be
developed and what is its added value for the
sector to which it is directed . The development,
expresses the structure of the methodology to be
followed by those who carry out logistics
management activities in the company, to
manage in an adequate manner and with
engineering support their logistics operations
and the results aspect shows the steps to be
followed for each aspect of the methodology.
Justification
The importance of developing this Project for
micro, small and medium enterprises is a
function of the substantial improvement that will
be provided to the company, to achieve greater
competitiveness and carry out the best practices
in supply chain management.
In the industrial field, companies and
their supply chains act increasingly and more
frequently in more competitive scenarios, as a
result. Companies need to combine quantitative
and qualitative methods of forecasting, planning
methods and materials control, as well as
mapping processes and information flows to
carry out a control in their logistics management.
Problem
In Mexico, the MSMEs as a sector that generates
a large number of jobs requires for its survival in
the markets; change their traditional methods of
business management and adapt to the changing
rhythm of commercial activity. Improve its
logistics management, as well as its supply
chain, using an engineering-based tool designed
to ensure its ease of use and usefulness.
Lack of procedures, lack of planning and
an organized operational structure, are some of
the problems commonly faced by micro, small
and medium enterprises.
General Objective
Develop a methodology to improve logistics
management and the supply chain, applicable to
an MSMEs.
11
Article Journal-Economic Systems December, 2018 Vol.2 No.3 9-16
ISSN 2523-6350
RINOE® All rights reserved ROMERO-CRUZ, Clara, MÉNDEZ-HERNÁNDEZ, José Luis, VEGA-ROCHA, Roberto and HERNÁNDEZ-HERNÁNDEZ, María Elena.
Methodology for Logistics Management at the Micro, Small and Medium
Enterprises. Journal-Economic Systems. 2018.
Theoretical Framework
Impacts of the logistics strategy
The impacts that the logistics have generated in
the company have to do with gaining a strategic
advantage when planning the delivery of the
finished product to the customer. "Logistics has
not always been important for the company, you
can see four stages in logistics involvement of an
organization: Stage 1) We focus on the now for
a crisis Stage 2) We focus on this month due to
budget pressure Stage 3) We focus this year on
an improvement program Stage 4) We focus on
the long term because we want to gain strategic
advantage "(Long, 2006 page 69).
Several papers talk about the importance
of logistics planning and control in the company:
"Properly managing supply chains is practically
an imposition for organizations to survive in the
business landscape and be successful.
Companies have the necessary tools to adapt to
the pace of change Supply chain management
covers the management of the different flows
that occur in the internal and external relations
of companies: flow of information, materials,
resources and also the economic flow. (Ministry
of Industry, Tourism and Commerce, 2007).
"The cost for Mexican companies
amounts to 30% of sales because they do not
have adequate policies, the countries with best
practices in the field place the cost below 10%."
Small and medium-sized Mexican companies
(SMEs), which represent 80% of companies in
Mexico have their costs increased up to 30% of
their sales because they do not have an adequate
logistics policy. "The foregoing, according to
Miguel Martínez, Executive Director of the
Innovation Center in Logistics and Commerce of
Mexico (Mayoral Jiménez I, Vargas I, 2011).
The satisfaction of the client and the growth
of the company, as a product of the logistic
management
What currently requires a logistics planning
company is to deliver a product or service to the
customer at the agreed time, with the quality
offered and at an appropriate price. Customer
satisfaction is the expected product of logistics
management. (http://virtualnet2.umb.edu.co/
virtualnet/archivos/open.php/125/2eabe_2037/T
GPC002037/mod1/profundizacion_tema1_m1.
html
Forbes in an article of April 2017,
mentions that SMEs have started a search for
new ways to grow into new markets, which
makes evident the need to strengthen the
logistics management of their delivery and
receipt of materials and finished products. The
above is reflected in the following article, found
on March 19, 2018 in which Forbes states:
"Mexican SMEs and their strategy for 2017".
The global economic uncertainty has led SMEs
to innovate to achieve growth: they feel ready to
enter new markets, national and international.
SMEs are very important for the economy of any
country, only in Mexico are more than four
million and generate 72% of employment and
contribute 52% of the Gross Domestic Product
(GDP). SMEs in Mexico have begun to look for
innovative ways to grow, and one of their main
strategies is to try to venture into new markets,
both national and international. (Carriedo,
2017).
Forecasting as an integral part of business
logistics planning
Companies with a forecast approach can
estimate the future demand for products and the
resources needed to produce them.
Qualitative forecasting methods
a) Survey of the sales force. Sales
estimates are obtained from estimates of
the sales force. Popular method in
companies with a good communication
system.
b) Customer survey. Sales estimates are
obtained from customers, this method
may be preferred in companies with
relatively few customers.
c) Historical analogy This method links the
estimation of the future sales of a product
with the knowledge of the sales of a
similar product during several stages of
its life cycle. This method can be
particularly useful in forecasting sales of
new products.
d) Market research. The basis for checking
hypotheses about the markets are
questionnaires by mail, telephone
interviews or field interviews. Products
marketed in target regions are
extrapolated in a statistical way to cover
the entire market.
12
Article Journal-Economic Systems December, 2018 Vol.2 No.3 9-16
ISSN 2523-6350
RINOE® All rights reserved ROMERO-CRUZ, Clara, MÉNDEZ-HERNÁNDEZ, José Luis, VEGA-ROCHA, Roberto and HERNÁNDEZ-HERNÁNDEZ, María Elena.
Methodology for Logistics Management at the Micro, Small and Medium
Enterprises. Journal-Economic Systems. 2018.
Quantitative methods of forecasting
e) Linear regression. Model that uses the
method of least squares to identify the
relationship between a dependent
variable and one or more independent
variables; it can be used appropriately for
both long-term prognosis and short-term
prognosis. The regression assumes
almost normality, so the values of the
dependent variable will be distributed on
both sides of its mean and the standard
error of the forecast is constant along the
trend line.
f) Moving averages. Forecast model of the
type of short-term time series that
forecasts sales for the next period. The
arithmetic average of actual sales for a
certain number of most recent past
periods is the forecast for the next period.
g) Weighted moving average. The forecast
for the next period is a weighted average
of past sales, instead of the aitmetic
average.
h) Exponential smoothing. The predicted
sales for the last period are modified
using the information corresponding to
the forecast error of the last period. This
change in the forecast of the last period
is used as a forecast for the next period.
(Gaither & Frazier, 2000)
Methods for production planning
If a company decides to carry out a planning, it
must translate all these functions into a business
plan. A business plan is composed of different
plans: economic-financial plan, business plan
and production plan.
Every plan must consist of the following
elements:
1. The objectives that the company intends
to achieve in the future.
2. The means with which the company will
count to achieve those objectives.
3. The time horizon of the planning, that is,
the time during which the company will
have said means.
In the planning process there are three
levels depending on the objectives that are taken
as a reference:
1. Strategic planning will establish policies
and the long-term business plan.
2. Tactical planning refers to the production
plan or aggregate plan in the medium
term.
3. Operational planning determines the
objectives and short-term plans for
functional areas, their reflection will be
in the operational production plans.
(González Riesco, 2006).
Aggregate production planning
The aggregate planning consists in the
development of a monthly or quarterly aggregate
production plan, over a horizon of 6 to 12
months. It receives the name of aggregate
planning, because the production plan refers to
lines or families of products, unlike the master
program that is about specific products.
Aggregate planning does not generate a detailed
production plan (a function of the master plan)
and in practice it becomes a production policy,
establishing the desired levels of production and
inventories over a medium-term planning
horizon. Aggregate planning is necessary when
the demand is seasonal, that is, when it grows in
the peak period and decreases in periods of low
demand.
The following are mechanisms that the
company has to face fluctuations in demand.
– Production rates
– Changes in the workforce
– Inventories
– Transfer of demand
Good aggregate planning should try to
quantify the costs involved in each mechanism
used, so that an optimal combination of
inventories, changes in the labor force and / or
changes in the rate of production can be selected,
which allows satisfying the demand,
maintaining the level of reasonable costs for the
company. (Muñoz Negrón, 2009).
13
Article Journal-Economic Systems December, 2018 Vol.2 No.3 9-16
ISSN 2523-6350
RINOE® All rights reserved ROMERO-CRUZ, Clara, MÉNDEZ-HERNÁNDEZ, José Luis, VEGA-ROCHA, Roberto and HERNÁNDEZ-HERNÁNDEZ, María Elena.
Methodology for Logistics Management at the Micro, Small and Medium
Enterprises. Journal-Economic Systems. 2018.
Figure 2.1 shows the activities of the production
planning process in a company.
Figure 2.1 Activities of the production planning process
Source: Business Process Administration. Muñoz Negrón
David
Production master program
The production master plan is the document that
reflects for each final article, the units
committed, as well as the periods of time for
which they must be manufactured. It is a
statement of the factory as to:
– What to produce
– How much to produce
– When to produce
It is a scheduled evaluation of everything
the company expects to manufacture. It is the
agenda prepared in advance for those items
designated as belonging to the master plan, thus
becoming a set of planning documents that lead
to the so-called material needs plan or MRP-I
(Material Requirement Planning). (Anaya
Tejero, 2016).
Planning of material requirements
MRP (Materials Requirement Planning), is a
procedure that is used to convert the master
program of production of final products into a
detailed program of raw materials and
components that are used in the final products.
The detailed program indicates the
quantities of each item, when it should be
replenished and when delivered to comply with
the master schedule. Capacity requirements
planning coordinates labor and equipment
resources with material requirements. MRP is
more convenient for batch production and
specialized workshops for products that consist
of multiple components, each of which must be
purchased or manufactured.
For MRP to function properly it must
receive data from: 1) the master production
program, 2) from the bill of material file, 3) from
the inventory record file, and 4) from the
capacity requirements planning. The following
figure shows the flow of data to the MRP
processor and its conversion into results reports.
(Groover, 1997)
Figure 2.2 Data flow in the planning of material
requirements (MRP)
Source: Own Authorship
Supply chain management
The supply chain management (SCM), for its
acronym in English, covers all activities related
to the flow and transformation of goods, from
the stage of raw material (extraction) to the end
user, as well as information flows related
Materials and information flow up and down the
supply chain. (Ballou, 2004).
The central idea of supply chain
management is to apply a comprehensive system
approach to managing the flow of information,
materials and services from raw material
suppliers as they pass through factories and
warehouses until they reach the final consumer.
Lad recent trends of subcontracting and
mass production force companies to find flexible
ways to meet customer demand. The focal point
is to optimize the core activities in order to
maximize the speed of response to changes in
customer expectations. (Chase, Jacobs, 2014
p.15).
Production planning
Forecast of demand
Aggregate planning
Master
program Programming and
control of production Packing program
14
Article Journal-Economic Systems December, 2018 Vol.2 No.3 9-16
ISSN 2523-6350
RINOE® All rights reserved ROMERO-CRUZ, Clara, MÉNDEZ-HERNÁNDEZ, José Luis, VEGA-ROCHA, Roberto and HERNÁNDEZ-HERNÁNDEZ, María Elena.
Methodology for Logistics Management at the Micro, Small and Medium
Enterprises. Journal-Economic Systems. 2018.
Figure 2.3 shows the graphical model of the
supply chain
Figure 2.3 Graphic Model of the Supply Chain.
Source: Quantification and generation of value in the
supply chain. Sánchez G. Gema.
BOM
Bill of Materials by its abbreviations in English,
or tree of structure of the product, is a register
where they appear all the components of an
article, contains information to identify each
article and the amount used per unit of the piece
that is part. (Krajewski, 2000).
The following figure shows an example
of a product structure tree, which is composed of
the components A1, A2, A3, A4 and A5 in
quantities 3,1,2,6,2 respectively, where A1
needs three units of a subcomponent B1, A3 of
two of B2, and A5 two sub-components of B3.
(Soret Los Santos, 2006).
Figure 2.4 Example of product structure tree.
Source: Logistics and marketing for commercial
distribution. Ignacio Soret The saints
Project development
Map of the logistics management process
Map of the logistics management process
Methodology for logistics management in the company
Forecast of
demand
Forecasting method used
Sales force survey
Customer survey
Historical analogy
Market research
Linear regression
Moving averages
Weighted moving average
Exponential smoothing
Calculation of the
sales forecast
Aggregate
planning
Monthly production plan
for product families
Calculation of the
desired level of
production by product
families
Master
program
Material requirement
planning
Calculation of the
desired level of
production of specific
products
Product design
Bill of materials file
Inventory record file
Capacity
planning
Table 1 Map of the logistics management process
Source: Own Authorship
Research Methodology
The research methodology used is under a mixed
approach, including the methods: deductive and
analytical, the variables taken into consideration
are the delivery of products on time and with the
quality specified by the client as a dependent
variable and the use of the methodology for
development of the logistics management of
operations within the company as an
independent variable.
The criterion used for this determination
of the variables is the statistics mentioned by the
ENAPROCE (National Survey on Productivity
and Competitiveness of Micro, Small and
Medium-sized Enterprises) 2015. In the 2013-
2014 period, only 2.2% of the small companies
and 5.6% of medians expressed their
participation in productive value chains. Of the
remaining that declares not to participate in this
production scheme, the lack of information for
73.5% of small companies and 72.4 of medium-
sized companies stands out as the main reason. "
Press Release no. 285/16 of July 13, 2016
Aguascalientes, AGS Page 1/3.
Retrieved June 13, 2018 from
http://www.inegi.org.mx/saladeprensa/boletines
/2016/especiales/especiales2016_07_02.pdf.
Pro
vid
er
Comprar/
aprovisio
nar
Fabric
ar
Almacen
ar/
Transpor
tar
Vend
er
Clie
nt
To plan
15
Article Journal-Economic Systems December, 2018 Vol.2 No.3 9-16
ISSN 2523-6350
RINOE® All rights reserved ROMERO-CRUZ, Clara, MÉNDEZ-HERNÁNDEZ, José Luis, VEGA-ROCHA, Roberto and HERNÁNDEZ-HERNÁNDEZ, María Elena.
Methodology for Logistics Management at the Micro, Small and Medium
Enterprises. Journal-Economic Systems. 2018.
Research Type
The type of research is correlational and
explanatory. The research project identifies the
degree of relationship that exists between the
variables: resource planning in logistics
management, customer satisfaction for product
deliveries on time and with the required quality
and survival of companies in the market.
According to information found in
http://eleconomista.com.mx/industrias/2014/10/
14/las-principales-causas-fracasonegocios-
mexico:
"In Mexico, only 10% of SMEs reach 10
years and 75% of companies fail before two
years". The causes of failure can have one, two
or more reasons:
1. Finance area
2. External factors
3. Administration
4. Human resources
5. Marketing
6. The technical aspects of the business
It is explanatory research, in that
logistics management works for the company as
a competitive advantage.
Results
Figure 4.1 shows the general structure of the
methodology to manage the logistics activity
within a company as a mapping of the logistics
management process.
Which consists in the first instance of the
calculation of the forecast of the demand with
the respective information that it is necessary to
have on hand to carry it out: the forecast model
to be used, the selection of articles with which to
work, the time horizon of planning and data
collection.
Secondly, the aggregate plan per family
of products with the necessary data for its
execution is required: the forecast of the
demand, the quantity of initial inventory and the
corresponding cost to maintain it, the cost for
lost sales, the cost of materials, cost of
subcontracting, cost of hiring and training, cost
of dismissal, number of normal working hours
per day, the amount of extra time, as well as its
cost, and the cost of normal time. As well as the
available work hours per month.
Third, there is the master plan of
production for specific products and the
information necessary for its development,
which has as basic basis the programmed orders,
the determination of products, the state of the
inventories, the structure of the product (BOM),
the staff of human resources and the teams.
Map of the logistics management process
Methodology for logistics management in the company
Forecast
of
demand
Forecasting method
used
Survey to the sales
force
Customer survey
Historical analogy
Market research
Linear regression
Moving averages
Weighted moving
average
Exponential
smoothing
Aggregate
planning
Monthly production
plan for product
families
Master
program
Material requirement
planning
Figure 4.1 general structure of the methodology to
manage the logistics activity within the company. Source:
Own Authorship
Conclusions
The project will benefit the MSMEs, being able
to shorten the efficiency gap in managing the
supply chain and execute logistics management
operations in an appropriate manner, increasing
their competitive advantage.
References
Anaya Tejero, J. (2016). Organización de la
producción industrial: un enfoque de gestión
operativa en fábrica (1ª. edición). Madrid: Esic
Business&MarketingSchool
Ballou, R. H. (2004). Logística. Administración
de la cadena de suministro (5ª. edición). México:
Pearson Educación.
Calculation of
sales forecast
Calculation of the
desired level of
production by
product families
Calculation of the
desired level of
production of
specific products
Product design
Bill of materials file
Inventory record file
Capacity planning
Stages of the forecast
process
Determine the objective
Select the items you work with
Determine the time horizon
Select the model or models
Data collection
Make forecast
Required information
Forecast of demand
Initial inventory
Number of working days
Cost of materials
Cost of maintaining inventory
Marginal cost for lost sales
Marginal cost of subcontracting
Cost of hiring and training
Dismissal cost
Hours of work required
Maximum extra hours per month
Normal working hours per day
Cost of normal time
Cost of extra time
Workers available at the first of the month
Maximum
number of
units that can
be
subcontracte
d
Required
information
Planned orders
Firm orders
Product forecast
State of inventories
Product structure (BOM)
Human resources template
Teams
Realizar pronóstico
16
Article Journal-Economic Systems December, 2018 Vol.2 No.3 9-16
ISSN 2523-6350
RINOE® All rights reserved ROMERO-CRUZ, Clara, MÉNDEZ-HERNÁNDEZ, José Luis, VEGA-ROCHA, Roberto and HERNÁNDEZ-HERNÁNDEZ, María Elena.
Methodology for Logistics Management at the Micro, Small and Medium
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Muñoz Negrón, D. F. (2009). Administración de
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Consultado el 18 de marzo del 2018 de:
http://virtualnet2.umb.edu.co/virtualnet/archivo
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Ministerio de industria, turismo y comercio,
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17
Article Journal-Economic Systems December, 2018 Vol.2 No.3 17-19
Commercial strategy
Estrategia Comercial
ARROYO-RUIZ, Armando†*, HERNÁNDEZ-HERNÁNDEZ, María Elena and PÉREZ-MEJÍA,
Salvador
Instituto Tecnológico Superior de San Martín Texmelucan, Camino Barranca de Pesos S/N C.P 74120, Puebla, Puebla.
ID 1st Author: Armando, Arroyo-Ruiz / ORC ID: 0000-0003-1054-1209, Researcher ID Thomson: S-5913-2018, CVU
CONACYT ID: 497813
ID 1st Coauthor: María Elena, Hernández-Hernández / ORC ID: 0000-0001-7172-3802, Researcher ID Thomson: O-8193-
2018, CVU CONACYT ID: 927536
ID 2nd Coauthor: Salvador, Pérez-Mejía / ORC ID: 0000-0002-8755-0587, Researcher ID Thomson: O-3429-2018, CVU
CONACYT ID: 947145
Received July 09, 2018; Accepted October 12, 2018
Abstract
The new era of technology and digital marketing
contributes to companies joining new markets and
therefore helps to achieve inclusion. Unfortunately not all
companies have the possibility to develop appropriate
strategies or implement them. Small and medium-sized
enterprises (SMEs) are the most affected by this problem,
but how important is this? All of these companies are the
main source of income. In Mexico alone, 99% of
businesses are small businesses. In addition, they generate
80% of current jobs and produce more than 36% of gross
domestic product (GDP). That 65% of SMEs in Mexico
are of a family nature. The creation of a platform for
advertising aimed at SMEs will influence the
strengthening of them, including them in this era of online
advertising encouraging the economic development of
companies.
Platform, PIB, PYMES
Resumen
La nueva era de la tecnología y del marketing digital
contribuye a que las empresas se incorporen a nuevos
mercados y por ende ayuda a lograr la inclusión a la
misma. Desafortunadamente no todas las empresas tienen
la posibilidad de desarrollar estrategias adecuadas o bien
implementarlas. Las pequeñas y medianas empresas
(Pymes) son las más afectadas con esté problema, ¿pero
qué importancia tiene esto? Todas estas empresa son la
principal fuente de ingreso, tan solo en México el 99% de
los negocios son pequeñas empresas, además generan el
80% de los empleos actuales y producen más del 36% del
producto interno bruto (PIB), además cabe resaltar que el
65% de las Pymes en México son de carácter familiar. La
creación de una plataforma en publicidad orientada a
pymes influirá en el fortalecimiento de las mismas,
incluyéndolas en esta era de la publicidad online
fomentando el desarrollo económico de las empresas.
Plataforma, PIB, Modelo Pymes
Citation: ARROYO-RUIZ, Armando, HERNÁNDEZ-HERNÁNDEZ, María Elena and PÉREZ-MEJÍA, Salvador.
Commercial strategy Journal-Economic Systems. 2018. 2-3: 17-19
* Correspondence to Author (email: armando_29a@hotmail.com)
† Researcher contributing as first author.
© RINOE Journal-Cameroon www.rinoe.org/cameroon
18
Article Journal-Economic Systems December, 2018 Vol.2 No.3 17-19
ISSN 2523-6350
RINOE® All rights reserved ARROYO-RUIZ, Armando, HERNÁNDEZ-HERNÁNDEZ, María Elena and PÉREZ-MEJÍA, Salvador. Commercial strategy Journal-
Economic Systems. 2018.
Introduction
The concept of digital marketing, so in vogue in
recent times, summarizes all those marketing
and commercial actions that apply since the
years 90 to the Internet. Like there is marketing
in other media (radio, television, press, etc...)
from the beginning of the network specialists
knew how to put in value the future of this
medium. From the revolutionary appearance of
the websites, the forums or the penultimate
Phenomenon of social networks, digital
marketing has undergone a radical, deep and
frantic change both endogenous (in their
techniques and tools) as exogenous (in the
possibilities offered to the recipients) therefore
the marketing arise new Challenges in your
business.
Justification
The new era of digital marketing contributes to
companies entering new markets and therefore
help to achieve inclusion to them.
Unfortunately, not all companies manage to
establish adequate strategies or do not know how
to establish them. Small and medium-sized
enterprises (SMEs) are the most affected by this
type of problem, but how important is this? All
these companies are the main source of income,
in Mexico alone 99% of the businesses that exist
in our country are SMEs, in addition to
generating 80% of current jobs and producing
more than 36% of GDP. that 65% of SMEs in
Mexico are family-owned.
Problem
The new era of advertising in Mexico and
globalization, allows Mexican companies to be
included in new markets and seek more people
to know about them. Unfortunately not all
companies are benefited by this new stage in
advertising, in a way the Small and medium
companies are the least benefited.
Either for lack of a strategy plan or
resources for the development of the same.
While digitization exists and is easy to access,
companies in specific SMEs do not. They take
advantage of the tool to one hundred percent
because they do not know its use and correct way
to apply.
Objectives
General objective
Design and implement an advertising platform,
commercial oriented to small and medium
enterprises (SMEs) located in San Martin
Texmelucan for that through strategies.
Of commercial and digital marketing and
an analysis of them contribute to the increase of
their profits and decrease of their costs
encouraging the inclusion of the same ones to the
new digital age.
Specific objectives
– Investigate the platforms used in the San
Martin Texmelucan region to
disseminate the products and services
offered by SMEs located in this region.
– Investigate if there are such platforms in
other states.
– Design a Marketing platform as a
commercial strategy.
Theoretical Framework
Marketing.- It is the social and administrative
process by which groups and individuals meet
their needs when creating and exchanging goods
and services.
SMEs.-is the acronym for small and
medium-sized enterprises. These are
commercial, industrial or other companies that
have a small number of workers and who register
moderate income.
Research Methodology
It was generated under a mixed approach that is
field research and descriptive research.
Kind of investigation
Field research:
It is applied research to interpret and solve a
situation, problem or need at a certain time. The
investigations are worked in a natural
environment in which the people, groups and
scientific organizations are present, which fulfill
the role of being the source of data to be
analyzed.
19
Article Journal-Economic Systems December, 2018 Vol.2 No.3 17-19
ISSN 2523-6350
RINOE® All rights reserved ARROYO-RUIZ, Armando, HERNÁNDEZ-HERNÁNDEZ, María Elena and PÉREZ-MEJÍA, Salvador. Commercial strategy Journal-
Economic Systems. 2018.
Descriptive Research
Also known as statistical research, it describes
the data and this should have an impact on the
lives of the people around it.
The objective of descriptive research is
to get to know the prevailing situations, customs
and attitudes through the exact description of
activities, objects, processes and people. It aims
to measure or collect information independently
or jointly on the concepts or variables to which
these refer.
Database.- is a collection of information
organized so that a computer program can
quickly select the pieces of data you need. A
database is an electronic file system. Traditional
databases are organized by fields, records and
files.
Figure 1 Platform
Source: Self Made
Results
Through the linking of the business sector with
the support of the chambers of commerce and
coparmex, it is envisaged to implement the
design of this platform outside the region of San
Martin with the aim of having marketing options
in other entities of the San Martin Texmelucan
region.
Figure 2 Start screen
Source: Own Elaboration
Conclusions
The investigation of the different platforms that
exist in the San Martin Texmelucan region with
the purpose of being able to know what their
research conditions were known was that there
are only platforms that serve as directories.
According to the magazine Forbes
Mexico indicates that in Mexico is a country
with more index of fans of social networks and
the market that is most attacked by advertising is
dairy, carbonated beverages, cereal sweets
among many more.
It is intended to carry out the marketing
platform according to the experience of San
Martin Texmelucan merchants, since the
internet is.
Arriving at a level of superior
importance as a means of communication, and
this affects the way people communicate and
market for what is intended to be up to date in
technology and business, so we can say that
brand does not have a strategy adequate to enter
the universe of social networks, at least in
Mexico, you are sure you are losing a large
market.
References
http://repositorio.cepal.org/handle/11362/10874
Dra. Blanca Elvira López Villarreal, Dr. Héctor
Godínez Jiménez
http://sgpwe.izt.uam.mx/files/users/uami/love/
Marketing_I/Marketing_I_trim11P/Capitulo_1.
20
Article Journal-Economic Systems December, 2018 Vol.2 No.3 20-26
Reasoning process information at the cognitive approach in the provision of
purchasing goods and services young wine Guanajuatense´s
Razonamiento del proceso de información bajo el enfoque cognitivo en la disposición
de compra de productos y servicios vitivinícolas de jóvenes Guanajuatenses
RAMIREZ-RUIZ, Wendy Carolina Azucena † & NAVA-ÁVILA, María Georgina
Universidad Tecnológica de León. Blvd. Universidad Tecnológica No. 225, Colonia San Carlos, CP 37670, León Guanajuato,
México.
ID 1st Author: Wendy Carolina Azucena, Ramirez-Ruiz / ORC ID: 0000-0002-3259-9359, Researcher ID Thomson: X-
3084-2018
ID 1st Coauthor: María Georgina, Nava-Ávila / ORC ID: 0000-0002-1788-0396, Researcher ID Thomson: X-2942-2018
Received July 16, 2018; Accepted November 23, 2018
Abstract
The object of this article is understanding the mind process
and structure of the emerging market About a youth group
between 18 and 35 years old of Guanajuato state With an
Undertaken qualitative research made in August 2016 by
a focus group technique, That allow us to infer through
About the cognitive theory of mind the Processes and the
perception That They have of vineyards and Their
availability for wine buying products of Guanajuato state.
Previously to this additional exploratory research to cross
descriptive conclusive study Between March and April of
the same year, Were take place the factor analysis of seven
variables That the vineyard offers and on Which two
components are ascertained, the experiences component,
was the study object at this article. The contribution of esta
qualitative investigation Concerns About showing the
verbalized perceptions of esta market through schemes
That later will allow to the wine companies of Guanajuato
state offer experiences of Their products and services the
will have a direct impact in the mind structure of the
market, and Within Increase Their Knowledge About the
products and services are bid and pass That from the
buying disposition to the act of buying.
Consumer Behavior, Cognitive Approach, Process
Information
Resumen
El objetivo del artículo es comprender el proceso y
estructura mental del mercado emergente de jóvenes de 18
a 35 años del estado de Guanajuato, bajo una investigación
realizada en agosto del 2016 del tipo cualitativa con la
técnica de grupo foco, que nos permitió inferir a través de
la teoría cognitiva sobre los procesos mentales, la
percepción que tienen en cuanto al conocimiento de
viñedos y su disposición de compra de productos
vitivinícolas del estado de Guanajuato. Cabe señalar que
previa a esta investigación exploratoria complementaria,
se realizó un estudio concluyente descriptivo transversal
entre marzo y abril del mismo año donde se realizó el
análisis factorial de siete variables que ofrece un viñedo y
con el cual se determinó uno de dos componentes, siendo
el Componente de Experiencias el objeto de análisis en
este artículo. La contribución de esta investigación versa
sobre poder mostrar la interpretación de las percepciones
verbalizadas de este mercado estudiado a través de
esquemas, que posteriormente permitan a las empresas
vitivinicolas del estado de Guanajuato ofrecer
experiencias en sus productos y servicios que impacten
directamente en su estructura mental, y así pasar de la
disposición de compra a la acción de compra
Comportamiento del consumidor, Enfoque Cognitivo,
Información del Proceso
Citation: RAMIREZ-RUIZ, Wendy Carolina Azucena & NAVA-ÁVILA, María Georgina. Reasoning process information
at the cognitive approach in the provision of purchasing goods and services young wine Guanajuatense´s. Journal-Economic
Systems. 2018. 2-3: 20-26
† Researcher contributing as first author.
© RINOE Journal-Cameroon www.rinoe.org/cameroon
21
Article Journal-Economic Systems December, 2018 Vol.2 No.3 20-26
ISSN 2523-6350
RINOE® All rights reserved RAMIREZ-RUIZ, Wendy Carolina Azucena & NAVA-ÁVILA, María Georgina. Reasoning process information at the cognitive approach in the
provision of purchasing goods and services young wine “Guanajuatense´s.
Journal-Economic Systems. 2018.
Introduction
The study of consumer behavior is based on
market research to meet both needs and desires,
also the depth of the study will depend on the
research design has been used. The internal and
external factors including the study analyzed
consumer usually based approaches, models and
techniques of various sciences that allow greater
integration and understanding.
Integration is the basic principle of
seeking different sciences in studying the
consumer, although each specializes in your
area, it is the conjunction of all allowing greater
understanding. "The study consumer should
look for a comprehensive view, allowing from
different knowledge and disciplines, understand
the subject, environment and consumer
practices." (Gil Hernandez, Torres Estrada, &
López Torres, 2013).
The focus group or focus group is a
technique according to Kinner and Taylor is a
"loosely structured interactive discussion, whose
value lies in discovering the unexpected result of
a discussion group free flow". (Kinnear &
Taylor, 2000).
In August 2016 a focus group was
conducted10 young “Guanajuatense” between
20 to 28 years of NSE C, C + and A / B;
participants had as demographic characteristics
be single, have children, and also have studied or
studying in private universities as IBERO,
ITESM, ITESO and Franciscan University.
The analysis was conducted primarily
under the psychological approach, studying the
same internal behaviors of individuals; which
according to Alonso and Great "partly explains
the answers, not to be reasoned and feasible".
(Alonso Esteban Rivas & Large, 2010) The
description of consumer behavior in relation to
cognitive approach "came between 1950 and
1960 in response to limitations of behaviorism
as a psychological theory, points out the need to
restore the study of the mind to understand
human behavior." (Alonso Esteban Rivas &
Large, 2010).
Importantly, prior to qualitative research,
documentary research over the vineyards was
also conducted in the state of Guanajuato, and
especially a cross conclusive descriptive
quantitative research, with the results of the
second that will be used.
They can consult in detail in the article
and published "features a new conglomerate
wine market in the State of Guanajuato and
alternative trading strategies." The reason for
having made this group focus was primarily to
understand the perceptions and memories of the
schematic process of learning, which is the basis
for the development of knowledge, including the
issue of the vineyards in Guanajuato and its
products or services.
With the technique of focus group
information primary source under the qualitative
research design where as is well known it was
obtained was "studying the internal and deep the
individual in order to discover the causes and
motivations for their behavior aspects." (Alonso
Rivas Big & Esteban, 2010).
The added value of this research is
interpreted, under the cognitive approach, an
outline of the learning process and development
of knowledge of the new market study regarding
the mental process of what they know about
vineyards and their willingness to purchase;
without neglecting the experience component, a
result of the quantitative study with factorial
analysis, "whose equation is .843 Care and
explanation of Vid + .780 learning experiences"
(Ramirez Ruiz, Lopez Barberena, & Nava Ávila,
2017) .
The topics considered in this study are
both lower mental process and the information
process, the latter being included in the scheme
of learning process and knowledge
development.
In these three-mentioned process are two
factors which are described in detail in
accordance with those reported by the recruited.
The relationship of the three processes can be
seen in Figure 1.
Figure 1 Ratio varying according to the process
Mental Process
ATTENTION
PECEPTION
MEMORY
THOUGHT
LANGUAGE
Schematic process of learning and knowledge development
STIMULUS
INFORMATION PROCESS
LEARNING
MEMORY
KNOWLEDGE
Information process
STIMULUS
ATTENTION
LEARNING
(UNDERSTANDI
NG)
RETENTION
(MEMORY)
22
Article Journal-Economic Systems December, 2018 Vol.2 No.3 20-26
ISSN 2523-6350
RINOE® All rights reserved RAMIREZ-RUIZ, Wendy Carolina Azucena & NAVA-ÁVILA, María Georgina. Reasoning process information at the cognitive approach in the
provision of purchasing goods and services young wine “Guanajuatense´s.
Journal-Economic Systems. 2018.
The first topic of the article is the
perception itself that requires a stimulus to
capture what is happening and associate it with
meaning. Then there is the topic of memory to
specifically detect what they remember from
past experiences they have had in vineyards and
wine consumption.
The research question is to explain under
the cognitive approach the processing model
information that the emerging market of 18- to
35-year state of Guanajuato on their willingness
to purchase products and wine services under
Component of experience?
The hypothesis is to interpret the
variables of the mental process of perception and
memory that distinguish the verbalization of
knowledge and possible willingness to buy the
market under study.
Developing
Technical analysis of focus group was organized
with a guide topic including topics on the
recognition of the vineyards and disposition
buying wine products and services.
Recall that the analysis of both sections
will be under the model information processing
where four ordered phases are included. Begins
by recognizing that individuals have been
exposed to a stimulus, then he has listened, and
then can be understanding, and ultimately retain
information.
Perception
During this process Alonso Rivas and Great
Esteban claim that "appears a structure called
perception, which is also part of the mental
process made by consumers to accept or reject
information from abroad that pays the stored
knowledge we have" (Alonso Rivas & Big
Esteban , 2010). In the lower mental process, it
is difficult to clearly observe when is a
perception or when learning. This is because
they are internal processes that do not know what
stage of its evolution go.
On the mental process, Bruner believes
that "... record the differences in objects (...)
because otherwise we would be overwhelmed by
the complexity of our environment" (Bruner,
2001); because of this it is that man has the
ability to categorize.
Whose definition does "equivalent things
that are perceived as different, group objects,
events and people in classes, and answer them in
terms of their class membership, rather than in
terms of its uniqueness." (Bruner, 2001).
Whereas itself requires learning
something new, the basis of what has been
learned will allow to recognize new things
within the same category, so the importance of
identifying what is being learned for the first
time, so based on that you can continue building.
There will be positive or negative categories.
Some of the questions were included to
identify the perception people have about a
vineyard and its services were:
– What would a visit to a vineyard?
– What is your concept of innovation in this
business?
– What is your first impression of websites
and facebook fanpage of these
vineyards?
Memory
The ignorance that has for wine products is high;
information besides being little is flawed in
several cases.
The topics of the group session were
focused on declarative and episodic memory, so
that those who had records of a vineyard and
recall their experiences could express it through
language and even explain it.
Considering the memory as the
"printability, retention, storage and retrieval of
events and previous learning experiences";
(Alonso Esteban Rivas & Large, 2010), this is
what allows us to bring to this lived experience
and not just a place where memories are stored.
The way this information is organized is useful
when making decision. For purposes of this
study remember something about the vineyards
and its relation to the provision of purchasing
products and services derived from it it is
essential to interpret a schema.
Of the three different types of memory
are distinguished, for purposes of this study
specifically takes long-term memory where
experiences are stored with consolidated data.
23
Article Journal-Economic Systems December, 2018 Vol.2 No.3 20-26
ISSN 2523-6350
RINOE® All rights reserved RAMIREZ-RUIZ, Wendy Carolina Azucena & NAVA-ÁVILA, María Georgina. Reasoning process information at the cognitive approach in the
provision of purchasing goods and services young wine “Guanajuatense´s.
Journal-Economic Systems. 2018.
Variables are interpreted under the
mental processes: attention, perception,
memory, thinking and language, which occur
when a person performs a task.
Cognitive psychology assumes that "man
is a ¿Processor information, so that consumers
relations with the products or services after the
process have a resultant output". (Alonso and
Large, 2010, p. 54). This output is the
verbalization of registration.
"Virtually all general models of
consumer behavior assigned to cognitive
processes a central role" (Alonso and Large,
2010, p. 55).
Some peguntas that were used to search
the memory of the participants were:
Who consumes wine and what kind?
What are fixed when they buy wine?
Do you know how much wine would say?
Methodology to develop
Design qualitative research, exploratory was
performed under the inductive method, whose
features speak of a "more open approach and
driving in natural environments whose meanings
are extracted from the data and not based on the
structure. The inductive method analyzes
multiple subjective realities and has a linear
sequence ".(Bernal, 2010)
Its benefits provide depth of meaning,
richness and interpretive contextualization
process. (Hernández Sampieri, 2014)
The focus group technique provides
information about knowledge and perception
towards vineyards, 10 young people between 20
and 28 years, residing in the state of Guanajuato.
Participants were single and childless; six men
and four women. All belonging to NSE and C +
A / B.
The recruitment was done through
personal invitation to the candidates who met the
profile.
The session was transcribed into a word
processor identifying each participant's
comments, later Atlas.ti processing in software.
The codes used in the analysis
underlying the interpretation is based on the
relationship between the mental processes of
cognitive approach and model of information
processing, where the complementarity that
exists between them and their understanding is
essential to reason explanation.
Visualization of qualitative approach to
the provision of visiting a vineyard in the state
of Guanajuato is aimed at improving visitor
experiences through what shown in Figure 2.
Figure 2 Graphical display of qualitative approach
If we consider that within the component
experience that resulted from the quantitative
study, it is essential that the process of learning
and knowledge development generated precisely
through new experiences and knowledge. These
two variables are highly significant according to
the formula, expressed in Figure 3.
Equation 3 Component Experience
Results
The expected result of this type of research study
seeks description of the environment analyzed
through an inductive process, and recurrent
interpretive analysis regarding the perception
and remembrance over the vineyards of the state
of Guanajuato.
Two groups were distinguished in the
session, the first corresponding to that at some
point had gone to a vineyard in the Mexican
Republic at least once and were between 2 and 8
years ago.
Disposition for visiting a vineyard in the State of Guanajuato
Explanation about Life
Experiencias de
aprendizaje
Learning experiences
0.843 Explanation
of life
0.780 Learning
experience
Experience Component
24
Article Journal-Economic Systems December, 2018 Vol.2 No.3 20-26
ISSN 2523-6350
RINOE® All rights reserved RAMIREZ-RUIZ, Wendy Carolina Azucena & NAVA-ÁVILA, María Georgina. Reasoning process information at the cognitive approach in the
provision of purchasing goods and services young wine “Guanajuatense´s.
Journal-Economic Systems. 2018.
This first group verbalize their
experiences according to the memory of lived
experience, have knowledge of the location of
the vineyard, one in Juriquilla and the other at
Casa Madero in Coahuila and recall activities
wine tasting, horseback riding and ability to stay
on eat at the same place. They were with family
or couple for a weekend and now believe that an
upcoming visit to another vineyard would rest or
food.
The second group has not been to a
vineyard, therefore the characteristics of what
could be, are considered related to perception.
They have heard there by road to Dolores
Hidalgo and San Miguel de Allende, by
comments made by some friends. They believe
that a visit to the vineyard can be cultural and
recreational, which is the fundamental basis of
the explanation of the vine and the learning
experience. They would if it were "highly
recommended" or "you're such a fan of wine".
You would on weekends and "Had to return
more back" or "but they had completed the
course."
Regarding the perception and
understanding of the services offered in a
vineyard, the first group already lived the
experience of wine tasting, the tour with horses
and treading grapes, so are activities not
surprised; What surprised them something is
income from own vineyard spaces for private or
public events.
With the support of atlas.ti analysis, the
second group has a high density between the
codes of their little knowledge of vineyards and
experience component. So that, the degree of
innovation on products and services is related to
how surprised they are with what is offered, not
both like it or not. Of secondary services that can
be offered in a vineyard: treading grapes, horse
rentals, tour of the vineyards, grape harvest and
a la carte restaurant are already expected
services. The wine tasting is a service that is not
surprising for what is expected to be included,
"because it is what you go!". While considered
somewhat surprised or shocked much the
restaurant are organic crop, rental spaces for
events and income for private events.
Regardless of whether or not they have
gone to a vineyard, four women and only three
men nodded in taking wine, the other three men
agreed that "do not really like it."
Only one man knows more wine than the
other participants, however he believes that
"knows the basics," which surprised women
because they felt that "if he knows little, I know
nothing".
Although there is more remembrance
about the wine they make, you can still see the
little registration and interest in having better
experiences about and consume more
consciously. Some of the features observed
when purchasing wine is the design of the label,
the shape of the bottle, including the availability
of purchase wine brand most purchased was
"Lambrusco", it found even in the Oxxos. Only
those who "knows the basics" Cooper mentioned
that looks at the information labeled "year,
harvest and provenance "and gave as an example
that he likes the brand 3V Casa Madero.
Figure 4 shows the outline of the mental
process is observed suggested attention be paid
to increase the availability of visiting a vineyard.
Perception and memory are important aspects
that can lead to increased availability of visit,
provided they are attractive and use appropriate
means to this market like social networks, and
recommendations from family and friends.
Figure 4 Scheme of mental process proposed new market
and influencing means
Guanajuato five vineyards that had both
website and Facebook fanpage were observed.
Caused them embarrassment that there was
congruence between the images used in each
even if the same vineyard. Recommend that are
real images of the vineyard and the people who
visit them, to provide information of events
taking place and what they offer, especially after
not surprising packages to pay more if you want
something extra.
Availability to go or go back to a vineyard
New vineyard offer Experiences and
services
Social networks, family and friends that
recommend
Change over the perception of going to a vineyard or going back
Positive experiences that you want to share
and recommend
25
Article Journal-Economic Systems December, 2018 Vol.2 No.3 20-26
ISSN 2523-6350
RINOE® All rights reserved RAMIREZ-RUIZ, Wendy Carolina Azucena & NAVA-ÁVILA, María Georgina. Reasoning process information at the cognitive approach in the
provision of purchasing goods and services young wine “Guanajuatense´s.
Journal-Economic Systems. 2018.
The search of this market when you
already have the interest is through Google to
search for "vineyards in Guanajuato, tour
packages". Another way is for a video on
Facebook of 30 seconds with a brief explanation
of your interest service after taking them to the
website for more information.
The importance of the stimulus is critical
to your perception changes and are much more
willing to live an experience in a vineyard, learn
more about it and become consumers of wine
“Guanajuatense”.
Acknowledgement
We thank the Technological University of León
to support the growth of full-time teachers CA-
14 with spaces and resources for publishing such
articles. The research project for faculty training,
"Business Models and Experimental
Economics" of the Technological University of
León was financially supported in its five stages
PRODEP. The results of the different stages of
the project have been published in various
forums, and despite not being a study funded by
the wine industry Guanajuato, information has
been shared with the main vineyards in the state.
With the intention of recommending
improvements in their internal process,
administrative and commercial.
Conclusions
The emerging youth market in Guanajuato uses
its long-term memory if you have visited a
vineyard, yet his desire to return to go to one
disappears if no incentives that encourage him to
come back and learn new things.
Hence the importance of stimulating this
market according to that proposed in Figure 4
that answers the research question, outline where
the offer made vineyards can bring to this market
that is tasty to know more about the
“Guanajuatense” came to through positive
experiences that increase their knowledge and to
share with family and close friends. The
expectations you have of these visits will
increase according to the Court, seeking new and
better options if the more distinguishing means
"knowing the basics" is because they are
experiences that go by knowledge levels. Each
vineyard can have packages according to this
market, starting with wine tastings and harvest
activities including tours,
Engagement Marketing or marketing
experience is a concept that vineyards can focus,
especially betting on the equation Component
experiences, choosing a market segment to
which target and maintaining communication
with the contents "snagging" the market, through
the right means and especially the activities that
generate them an unconditional relationship.
Regarding the hypothesis interpret the
variables of the mental process of perception and
memory that can understand the verbalization of
knowledge and possibility willingness to buy the
market under study, it was found that the lack of
information and knowledge of wine and
“Guanajuatense”s vineyards reflect resistance to
consumption, But when they see another of his
relatives has had a real experience and his way
of telling is attractive, it is keen to experience it
too.
The information process, which involves
retention (learning) and recovery (memory) to
generate knowledge requires positive
experiences that invite to share experiences or by
accepting that relatives or friends recommend
them and invite to live the same experience.
Although there is no relationship
between having visited a vineyard and
availability to go, analyzing perception and
memory market, they explain them about the
vine and that make your experience a positive
one paid directly to the component in
quantitative analysis experience and therefore to
see if behavior is influenced to visit a vineyard.
It is expected that consumer behavior to visit a
vineyard and learn more about this subject can
then pay to consume more wine for different
occasions, not only formal but also informal
meetings.
The emotional aspects are the ones who
are remembered more, either be related to
negative emotions or positive, so the bet on best
experiences for this emerging market will be
critical to increase long-term consumption of
wine in Guanajuato.
References
Alonso Rivas, J., & Grande Esteban, I. (2010).
Comportamiento del consumidor. Decisiones y
estrategias de marketing. México DF:
Alfaomega.
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Article Journal-Economic Systems December, 2018 Vol.2 No.3 20-26
ISSN 2523-6350
RINOE® All rights reserved RAMIREZ-RUIZ, Wendy Carolina Azucena & NAVA-ÁVILA, María Georgina. Reasoning process information at the cognitive approach in the
provision of purchasing goods and services young wine “Guanajuatense´s.
Journal-Economic Systems. 2018.
Bernal, C. A. (2010). Metodología de la
Ivestigación. Colombia: Prentice Hall Pearson.
Bruner, J. S. (2001). El proceso mental en el
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Hernández Sampieri, R. (2014). Metodología de
la investigación. Mexico D.F.: Mac Graw Hill.
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Nava Ávila, M. G. (2017). Características de un
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Abstract (In English, 150-200 words)
Objectives
Methodology
Contribution
Keywords (In English)
Indicate 3 keywords in Times New Roman and Bold No.
10
Abstract (In Spanish, 150-200 words)
Objectives
Methodology
Contribution
Keywords (In Spanish)
Indicate 3 keywords in Times New Roman and Bold No.
10
Citation: Surname (IN UPPERCASE), Name 1st Author†*, Surname (IN UPPERCASE), Name 1st Coauthor, Surname (IN
UPPERCASE), Name 2nd Coauthor and Surname (IN UPPERCASE), Name 3rd Coauthor. Paper Title. Journal-Economic
Systems. Year 1-1: 1-11 [Times New Roman No.10]
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Coauthor. Paper Title. Journal-Economic Systems. Year 1-1: 1-11 [Times New Roman No.8]
Introduction
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Instructions for Scientific, Technological and Innovation Publication
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RINOE® All rights reserved Surname (IN UPPERCASE), Name 1st Author†*, Surname (IN UPPERCASE), Name 1st Coauthor, Surname (IN UPPERCASE),
Name 2nd Coauthor and Surname (IN UPPERCASE), Name 3rd
Coauthor. Paper Title. Journal-Economic Systems. Year 1-1: 1-11 [Times New Roman No.8]
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