Resumen

SANGABRIEL-GUILLEN, Omar; TEMBLADOR-PEREZ, María del Carmen  y  ROSA-HERNANDEZ, Romina Marisol De la. Use of Value Driver Maps for Six Sigma Project Selection: A Case Study on Sales and Marketing for Soft Drinks Bottling Industry. Ing. invest. y tecnol. [online]. 2017, vol.18, n.1, pp.55-65. ISSN 2594-0732.

The soft drinks bottling industry is one of the most successful industries in Mexico due to the high volume of consumption of these drinks. However, changes on the market such as the introduction of new competitors and state taxes have been producing a reduction on sales. In order to counter this effect, the sales and marketing functions of these organizations must improve their results and to do that they need to improve their processes. Six Sigma is a project driven methodology for process improvement that has been giving excellent results in the manufacturing environment, but its use for sale and marketing processes is seldom. This case study will provide an example of how it is possible to recognize Six Sigma projects by means of value driver maps for sales and marketing projects.

Palabras llave : Six Sigma; sales; marketing; project selection; value driver map; recognize.

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