Estrategias de marketing del Comercial Lubrirepuesto “Alvario” de la parroquia San Juan.
| dc.contributor.advisor | Huilcapi Masacón, Magdalena | |
| dc.contributor.author | Casa Moran, Jamileth Alexandra | |
| dc.date.accessioned | 2022-09-18T07:31:30Z | |
| dc.date.available | 2022-09-18T07:31:30Z | |
| dc.date.issued | 2022 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/12461 | |
| dc.description | Lubrirepuesto "Alvario" is a company that is located on Calle 6 de Octubre and Justino Cornejo, belonging to the Parish of San Juan del Cantón San Francisco de Puebloviejo. The deficit of these marketing strategies has affected the image of the commercial in the San Juan parish; due to ignorance of the elements and methods that are part of marketing strategies. Through the development of the case study, it will be possible to know what effect the absence of marketing strategies has on the level of sales and on the image that Lubrirepuesto "Alvario" customers have. The case study is part of the research line: Financial, administrative, tax, audit and control management and its subline is, marketing and commercialization. Therefore, it aims to analyze the factors that affect the lack of marketing strategies, through a SWOT analysis to increase sales; for which the inductive method and descriptive methodology were applied accompanied by bibliographic analysis; To obtain relevant information, the survey was used as a data collection technique, and thus to know the opinion of customers about advertising, customer service, competition, product quality and competitive advantage. With which it was possible to conclude that Lubrirepuesto "Alvario" does not carry out activities related to the development of promotion and advertising tools, lack of implementation of a direct communication channel with customers and absence of competitive strategies and prices. | es_ES |
| dc.description | Lubrirepuesto "Alvario" is a company that is located on Calle 6 de Octubre and Justino Cornejo, belonging to the Parish of San Juan del Cantón San Francisco de Puebloviejo. The deficit of these marketing strategies has affected the image of the commercial in the San Juan parish; due to ignorance of the elements and methods that are part of marketing strategies. Through the development of the case study, it will be possible to know what effect the absence of marketing strategies has on the level of sales and on the image that Lubrirepuesto "Alvario" customers have. The case study is part of the research line: Financial, administrative, tax, audit and control management and its subline is, marketing and commercialization. Therefore, it aims to analyze the factors that affect the lack of marketing strategies, through a SWOT analysis to increase sales; for which the inductive method and descriptive methodology were applied accompanied by bibliographic analysis; To obtain relevant information, the survey was used as a data collection technique, and thus to know the opinion of customers about advertising, customer service, competition, product quality and competitive advantage. With which it was possible to conclude that Lubrirepuesto "Alvario" does not carry out activities related to the development of promotion and advertising tools, lack of implementation of a direct communication channel with customers and absence of competitive strategies and prices. | es_ES |
| dc.description.abstract | Lubrirepuesto “Alvario” es una empresa que se encuentra ubicada en las Calles 6 de Octubre y Justino Cornejo perteneciente a la Parroquia San Juan del Cantón San Francisco de Puebloviejo. El déficit de dichas estrategias de marketing ha afectado la imagen del comercial en la parroquia San Juan; debido a la ausencia de conocimientos sobre los elementos y métodos que forman parte de las estrategias de marketing. Mediante el desarrollo del estudio de caso se podrá conocer que efecto tiene la ausencia de estrategias de marketing en el nivel de ventas y en la imagen que tiene los clientes sobre Lubrirepuesto “Alvario”. El estudio de caso se enmarca en la línea de investigación: Gestión financiera, administrativa, tributaria, auditoría y control y su sublínea es, marketing y comercialización. Por ende tiene como objetivo analizar los factores que inciden en la falta de estrategias de marketing, mediante un análisis foda para el incremento de las ventas; para lo cual se aplicó el método inductivo y metodología descriptiva acompañada del análisis bibliográfico; para obtener información relevante se empleó la encuesta como técnica para recolectar datos, y así conocer la opinión de los clientes sobre la publicidad, atención al cliente, competencia, calidad de los productos y ventaja competitiva. Con lo cual se pudo concluir que en Lubrirepuesto “Alvario” no se llevan a cabo actividades vinculadas con el desarrollo de herramientas de promoción y publicidad, carencia de implementación de un canal de comunicación directa con los clientes y ausencia de estrategias competitivas y estrategias de precio. | es_ES |
| dc.format.extent | 48 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2022 | 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 | Marketing relacional | es_ES |
| dc.subject | Ventaja competitiva | es_ES |
| dc.subject | Estrategia de precio | es_ES |
| dc.subject | Estrategias de promoción | es_ES |
| dc.title | Estrategias de marketing del Comercial Lubrirepuesto “Alvario” de la parroquia San Juan. | es_ES |
| dc.type | bachelorThesis | es_ES |
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Except where otherwise noted, this item's license is described as Atribución-NoComercial-SinDerivadas 3.0 Ecuador