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Participación en el mercado de Automóvil Club del Ecuador Aneta de la ciudad de Babahoyo periodo 2022.
| dc.contributor.advisor | Caicedo Flores, Jorge José | |
| dc.contributor.author | Contreras Cavero, Diana Stefany | |
| dc.date.accessioned | 2023-10-18T05:34:26Z | |
| dc.date.available | 2023-10-18T05:34:26Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14695 | |
| dc.description | The purpose of this case study is to make known the market share of Automobile Club del Ecuador ANETA so that this institution can correct deficiencies, thus achieving the main objective which is to identify the factors that affect the market share of the institution to know them and overcome them. For this, it is necessary for the institution to continuously execute marketing strategies and monitor them. This case study is also linked to the participation of the graduate in the business internships carried out at ANETA, so the problems of the institution were known in a timely manner. To know the current situation of the ANETA Institution, the descriptive level of research was used and through the use of techniques and instruments such as surveys and measurement of market share, it was possible to obtain pertinent information that resulted in information about consumer tastes. to improve according to their suggestions. Thanks to the measurement of market share, it was also obtained that the institution must improve its promotional and marketing strategies in order to capture the attention of consumers and achieve an advantage over the competition. The case study as a final objective will recommend digital strategies, establishing detailed information on what must be improved in the institution to attract the attention of clients and achieve a greater market share, showing what aspects must be changed to make itself known to the young public by making use of social networks to attract more consumers and thus increase sales. | es_ES |
| dc.description | The purpose of this case study is to make known the market share of Automobile Club del Ecuador ANETA so that this institution can correct deficiencies, thus achieving the main objective which is to identify the factors that affect the market share of the institution to know them and overcome them. For this, it is necessary for the institution to continuously execute marketing strategies and monitor them. This case study is also linked to the participation of the graduate in the business internships carried out at ANETA, so the problems of the institution were known in a timely manner. To know the current situation of the ANETA Institution, the descriptive level of research was used and through the use of techniques and instruments such as surveys and measurement of market share, it was possible to obtain pertinent information that resulted in information about consumer tastes. to improve according to their suggestions. Thanks to the measurement of market share, it was also obtained that the institution must improve its promotional and marketing strategies in order to capture the attention of consumers and achieve an advantage over the competition. The case study as a final objective will recommend digital strategies, establishing detailed information on what must be improved in the institution to attract the attention of clients and achieve a greater market share, showing what aspects must be changed to make itself known to the young public by making use of social networks to attract more consumers and thus increase sales. | es_ES |
| dc.description.abstract | El propósito de este estudio de caso es dar a conocer la participación de mercado de Automóvil Club del Ecuador ANETA para que esta institución pueda corregir deficiencias, logrando así el Objetivo principal que es identificar los factores que afecten a la participación de mercado de la institución para conocerlos y superarlos. Para esto es necesario que la institución ejecute de manera continua estrategias de marketing y se dé seguimiento a las mismas. Este estudio de caso también esta articulado a la participación de la egresada en las pasantías empresariales realizadas en ANETA por lo que se pudo conocer los problemas de la institución de manera oportuna. Para conocer la situación actual de la Institución ANETA se utilizó el nivel de investigación descriptivo y mediante el uso de técnicas e instrumentos como encuestas y medición de la cuota de mercado se logró obtener la información pertinente que dio como resultado información sobre los gustos de los consumidores para mejorar según las sugerencias de estos. Gracias a la medición de la cuota de mercado también se obtuvo que la institución debe mejorar sus estrategias promocionales y de marketing para así captar la atención de los consumidores y lograr ventaja frente a la competencia. El estudio de caso como objetivo final recomendara estrategias digitales, estableciendo información detallada sobre lo que se debe mejorar en la institución para llamar la atención de los clientes y lograr una mayor participación de mercado mostrando que aspectos deben cambiarse para darse a conocer al público joven haciendo uso de las redes sociales para atraer más consumidores e incrementar así sus ventas. | es_ES |
| dc.format.extent | 41 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Participación de Mercado | es_ES |
| dc.subject | Mercado | es_ES |
| dc.subject | Marketing | es_ES |
| dc.subject | Estrategias Digitales | es_ES |
| dc.subject | Redes Sociales | es_ES |
| dc.title | Participación en el mercado de Automóvil Club del Ecuador Aneta de la ciudad de Babahoyo periodo 2022. | es_ES |
| dc.type | bachelorThesis | es_ES |
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