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Estrategias de publicidad de la Panadería y Dulcería Flor del Azuay ubicada en la ciudad de Babahoyo, periodo 2022.
| dc.contributor.advisor | Calderón Angulo, Reyes Johan | |
| dc.contributor.author | Gastesi Rivera, Ney Antonio | |
| dc.date.accessioned | 2023-10-18T20:55:39Z | |
| dc.date.available | 2023-10-18T20:55:39Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14705 | |
| dc.description | The present case study allowed us to know the need that the Flor del Azuay Bakery and Sweets has by not having an advertising strategy plan, with the need to create strategies to position the company in the market, in addition to loyalty strategies. using the 4p's of marketing such as price, product, place and promotion, which will make it possible to better publicize the products and services offered by the commercial premises. It was also possible to verify the results that were given through the instruments that were used in the present study, the survey being the one that allowed us to know the level of advertising that the commercial premises has maintained up to now and also through the instrument of a comparative matrix where the level of sales of the Flor del Azuay Bakery and Sweets could be known, divided into two semesters that were from January to June and from July to December, taking into account as important data the stationary periods that occurred in each one of the semesters in the 2022 period. In the study carried out, it was possible to conclude, once the marketing strategies were evaluated, that the company will need various means and techniques to strengthen the recognition and loyalty of its clientele to stand out among the competition. Due to the lack of advertising, sales were reduced. which does not allow the growth of the commercial premises. It was recommended to the owner of the establishment to create digital media which will allow the general public to learn about the products and services, which would expand the market and increase sales opportunities. | es_ES |
| dc.description | The present case study allowed us to know the need that the Flor del Azuay Bakery and Sweets has by not having an advertising strategy plan, with the need to create strategies to position the company in the market, in addition to loyalty strategies. using the 4p's of marketing such as price, product, place and promotion, which will make it possible to better publicize the products and services offered by the commercial premises. It was also possible to verify the results that were given through the instruments that were used in the present study, the survey being the one that allowed us to know the level of advertising that the commercial premises has maintained up to now and also through the instrument of a comparative matrix where the level of sales of the Flor del Azuay Bakery and Sweets could be known, divided into two semesters that were from January to June and from July to December, taking into account as important data the stationary periods that occurred in each one of the semesters in the 2022 period. In the study carried out, it was possible to conclude, once the marketing strategies were evaluated, that the company will need various means and techniques to strengthen the recognition and loyalty of its clientele to stand out among the competition. Due to the lack of advertising, sales were reduced. which does not allow the growth of the commercial premises. It was recommended to the owner of the establishment to create digital media which will allow the general public to learn about the products and services, which would expand the market and increase sales opportunities. | es_ES |
| dc.description.abstract | El presente estudio de caso nos permitió conocer la necesidad que tiene la Panadería y Dulcería Flor del Azuay al no contar con un plan de estrategias de publicidad, con la necesidad de crear estrategias para posicionar a la empresa en el mercado, además de estrategias de fidelización utilizando las 4P del marketing como son precio, producto, plaza y promoción lo que permitirá dar a conocer de mejor manera los productos y servicios que brinda el local comercial. También se pudo comprobar los resultados que se dieron a través de los instrumentos que se utilizó en el presente estudio, siendo la encuesta la que nos permitió conocer el nivel de publicidad que ha mantenido hasta el momento el local comercial y también a través del instrumento de una matriz comparativa donde se pudo conocer el nivel de ventas de la Panadería y Dulcería Flor del Azuay, divida en dos semestre que fueron de enero a junio y de julio a diciembre, tomando en cuenta como datos importantes las épocas estacionarias que se dieron en cada uno de los semestres en el periodo 2022. En el estudio realizado se pudo concluir una vez evaluada las estrategias de marketing que la empresa va a necesitar varios medios y técnicas para fortalecer el reconocimiento y fidelización de su clientela para destacar entre la competencia, debido al carecimiento de publicidad las ventas se vieron reducidas la cual no permite el crecimiento del local comercial. Se recomendo al propietario del establecimiento la creación de medios digitales el cual permitirá al público en general conocer de los productos y servicios, el cual permitiría ampliar el mercado y aumentaría las oportunidades de venta. | es_ES |
| dc.format.extent | 39 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 | Estrategias de marketing | es_ES |
| dc.subject | Fidelización | es_ES |
| dc.subject | Promoción | es_ES |
| dc.subject | Competencia | es_ES |
| dc.subject | Publicidad | es_ES |
| dc.title | Estrategias de publicidad de la Panadería y Dulcería Flor del Azuay ubicada en la ciudad de Babahoyo, periodo 2022. | es_ES |
| dc.type | bachelorThesis | es_ES |
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