THE AMSD MATRIX AS A DIAGNOSTIC TOOL FOR PLANNING SALES STRATEGIES: CASE STUDY (Atena Editora)

Abstract

The main objective of the present investigation was to make a diagnosis of the company under study, which presents sales problems, using the Analytical Matrix for the Definition of Strategies (AMSD) as a tool, and in this way establish the proposal of improvement strategies to develop. Firstly, an investigation was carried out on the factors that affect sales, thus allowing the theoretical foundation for the establishment of variables of the present study. Subsequently, three research instruments were created; the first to measure the level of managerial knowledge of the company administrator, the second to measure the level of job satisfaction of the collaborators and the third to measure customer satisfaction, which, being based on other instruments already applied, have the validity property, however, this property was reinforced by means of the pilot test application and the split halves coefficient reliability test. Finally, based on the meta-analysis method, cross-sectional quantitative research was carried out, where results were obtained that demonstrate opportunities for improvement, where from the development of the AMSD, it was possible to propose the strategies that need to be developed to deal with the problem of low sales of the company under study.