Proposal for marketing management improvement in marketing logistics processes for fishing firms

The research was developed in the marketing logistics system of “Pescaspir”, a fishing company in Sancti Spíritus (Cuba). Its objective is to implement the proposal of a procedure for the documentation and organization of commercial management processes in the Comespir Base Business Unit that allows the reduction or elimination of existing risks. With a Total Quality approach, methods and tools such as process mapping, failure mode and effects analysis, and process flow diagrams were used. The risks that affect the quality of the management processes were identified and the “Order Management” and “Collection Management” processes were classified and documented. Process sheets and efficiency and effectiveness indicators were prepared for each of them; The functions and possible failures of the aforementioned processes were identified and described in a structured way. Corrective actions were established to reduce or eliminate the existing variability in these processes. In the identification of the risks of each of the processes, four priority activities were obtained for the analysis, such as: placing the order to the industry with a Risk Priority Level (NPR) of 490, for 39.6%, which indicates which is the variability with the greatest representativeness in the “Order Management” process according to the evaluation criteria, followed by confirmation to the client with an NPR of 300, which is equivalent to 24.3%. In the “Collection Management” process there is: preparing the conciliation with an NPR of 120 and judicial processing with an NPR of 120, for 19.4% of the variability with the highest priority number, which represents 83, 3% of the total. Likewise, the generalization of the implementation of the procedure in the different links of the company was recommended.