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Estrategias de comercialización en la Empresa Pesquera Rojas de la ciudad de Machala Provincia de El Oro en época de pandemia covid-19
| dc.contributor.advisor | Toscano Ruiz, Fabián | |
| dc.contributor.author | Urgiles Murillo, Dayse Priscilla | |
| dc.date.accessioned | 2021-06-02T03:18:57Z | |
| dc.date.available | 2021-06-02T03:18:57Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/9405 | |
| dc.description | This research was carried out in the company "Pesquera Rojas" located in the Machala canton, dedicated to the large-scale production and commercialization of products related to the fishing sector with the highest quality standards that seek to fully satisfy the needs of the consumer. . The objective of this study was to analyze the marketing strategies adopted by the organization in times of pandemic, since, due to various risk factors such as inadequate strategic planning and the closure of international markets, they caused the loss of competitive advantage and conditioned compliance with planned goals. The applied research methodology was descriptive, which consisted of analyzing in detail the particularities of the issue raised, through the interview technique that through the application of investigative instruments such as the questionnaire addressed to the observation units, the information was collected necessary to specifically explain the purpose of the study carried out. The results found were that the company presented weaknesses in its administrative management, since certain functions are carried out empirically, such as the establishment of deficient commercial strategies that help to counteract the effects that the Covid-19 pandemic caused in the economy of the industry. fishing industry that also caused the stoppage of productive activities, layoffs of people and a reduction in the ability to negotiate with customers, aspects that further exacerbated the problems, since it directly affected the profitability and market share of the organization. | es_ES |
| dc.description | This research was carried out in the company "Pesquera Rojas" located in the Machala canton, dedicated to the large-scale production and commercialization of products related to the fishing sector with the highest quality standards that seek to fully satisfy the needs of the consumer. . The objective of this study was to analyze the marketing strategies adopted by the organization in times of pandemic, since, due to various risk factors such as inadequate strategic planning and the closure of international markets, they caused the loss of competitive advantage and conditioned compliance with planned goals. The applied research methodology was descriptive, which consisted of analyzing in detail the particularities of the issue raised, through the interview technique that through the application of investigative instruments such as the questionnaire addressed to the observation units, the information was collected necessary to specifically explain the purpose of the study carried out. The results found were that the company presented weaknesses in its administrative management, since certain functions are carried out empirically, such as the establishment of deficient commercial strategies that help to counteract the effects that the Covid-19 pandemic caused in the economy of the industry. fishing industry that also caused the stoppage of productive activities, layoffs of people and a reduction in the ability to negotiate with customers, aspects that further exacerbated the problems, since it directly affected the profitability and market share of the organization. | es_ES |
| dc.description.abstract | La presente investigación se realizó en la empresa “Pesquera Rojas” ubicada en el cantón Machala, dedicada a la producción y comercialización a gran de escala de productos relacionados al sector pesquero con los más altos estándares de calidad que busquen satisfacer las necesidades del consumidor a cabalidad. El objetivo de este estudio fue analizar las estrategias de comercialización que adoptó la organización en tiempos de pandemia, puesto que, por diversos factores de riesgo como la inadecuada planeación estratégica y el cierre de mercados internacionales provocaron la pérdida de ventaja competitiva y condicionaron el cumplimiento de objetivos planeados. La metodología de investigación aplicada fue de tipo descriptiva, que consistía en analizar detalladamente las particularidades del tema planteado, a través de la técnica de entrevista que mediante la aplicación de instrumentos investigativos como el cuestionario de pregunta dirigidas a las unidades de observación se recolectó la información necesaria que expliquen de manera concreta el propósito del estudio efectuado. Los resultados encontrados fueron que la empresa presentó debilidades en su gestión administrativa, puesto que determinadas funciones la realizan de manera empírica, como el establecimiento de estrategias comerciales deficiente que ayuden a contrarrestar los efectos que la pandemia Covid-19 ocasionó en la economía de la industria pesquera que además, provocó la paralización de actividades productivas, despidos de personas y la reducción de la capacidad de negociación con los clientes, aspectos que agudizaron aún más los problemas, pues afectó de forma directa a la rentabilidad y participación de mercado de la organización. | es_ES |
| dc.format.extent | 26 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2021 | 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 | Mercado | es_ES |
| dc.subject | Estrategias de comercialización | es_ES |
| dc.subject | Covid-19 | es_ES |
| dc.subject | Marketing mix | es_ES |
| dc.title | Estrategias de comercialización en la Empresa Pesquera Rojas de la ciudad de Machala Provincia de El Oro en época de pandemia covid-19 | es_ES |
| dc.type | bachelorThesis | es_ES |
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