Escasez del marketing y la publicidad de las tiendas “TUTI” de la ciudad de Babahoyo periodo 2021-2022.
| dc.contributor.advisor | Terranova Borja, Galo Fernando | |
| dc.contributor.author | Sotomayor Vera, Diana Lourdes | |
| dc.date.accessioned | 2023-06-06T15:42:01Z | |
| dc.date.available | 2023-06-06T15:42:01Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14292 | |
| dc.description | Marketing and advertising are activities carried out within a company that consist of exercising the necessary techniques to encourage sales of a product or to publicize a new one and stand out in the market above the competition. The objective of this case study is to investigate the potential long-term impacts on the commercial management of TuTi Stores in terms of the design and implementation of marketing techniques or advertising strategies, which are essential to obtain a better market position in the city of Babahoyo. The methodology used was a descriptive research, accompanied by a survey as a tool; therefore, a qualitative and quantitative method was used, also considering the deductive and inductive methods. The results showed that the TuTi Stores in the city of Babahoyo use the hard discount business model, therefore, the company has not allocated the necessary resources for the creation of a strategic marketing and advertising plan to attract the consumer's attention. In conclusion, it is argued that the lack of a marketing plan and advertising strategies by Tiendas TuTi could affect the company in the long term due to the extensive competition in the market dedicated to the sale of household consumer goods, which could cause Tiendas TuTi to lose recognition or market share. | es_ES |
| dc.description | Marketing and advertising are activities carried out within a company that consist of exercising the necessary techniques to encourage sales of a product or to publicize a new one and stand out in the market above the competition. The objective of this case study is to investigate the potential long-term impacts on the commercial management of TuTi Stores in terms of the design and implementation of marketing techniques or advertising strategies, which are essential to obtain a better market position in the city of Babahoyo. The methodology used was a descriptive research, accompanied by a survey as a tool; therefore, a qualitative and quantitative method was used, also considering the deductive and inductive methods. The results showed that the TuTi Stores in the city of Babahoyo use the hard discount business model, therefore, the company has not allocated the necessary resources for the creation of a strategic marketing and advertising plan to attract the consumer's attention. In conclusion, it is argued that the lack of a marketing plan and advertising strategies by Tiendas TuTi could affect the company in the long term due to the extensive competition in the market dedicated to the sale of household consumer goods, which could cause Tiendas TuTi to lose recognition or market share. | es_ES |
| dc.description.abstract | El marketing y la publicidad son actividades realizadas dentro de una empresa que consisten en ejercer las técnicas necesarias para incentivar las ventas de un producto o para dar a conocer uno nuevo y destacar en el mercado por encima de la competencia. El objetivo del presente estudio de caso es investigar los impactos potenciales a largo plazo en la gestión comercial de las Tiendas TuTi en cuanto al diseño e implementación de técnicas de marketing o estrategias publicitarias, las cuales son esenciales para obtener una mejor posición de mercado en la ciudad de Babahoyo. La metodología empleada fue una investigación descriptiva, acompañada de una encuesta como herramienta; por lo tanto, se empleó un método cualitativo y cuantitativo, considerando también los métodos deductivo e inductivo. Los resultados enunciaron que las Tiendas TuTi de la ciudad de Babahoyo emplean el modelo de negocio hard discount, por lo tanto, la empresa no ha asignado los recursos necesarios para la creación de un plan estratégico de marketing y publicidad que llamen la atención del consumidor. Como conclusión, se sostiene la idea de que la falta de un plan de marketing y estrategias de publicidad por parte de las Tiendas TuTi podría afectar a largo plazo a la empresa debido a la extensa competencia en el mercado dedicado a la venta de artículos para el consumo en el hogar, lo que podría provocar que Tiendas TuTi pierda reconocimiento o participación en el mercado. | es_ES |
| dc.format.extent | 36 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 | Marketing | es_ES |
| dc.subject | Publicidad | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject | Mercado | es_ES |
| dc.subject | Competencia | es_ES |
| dc.title | Escasez del marketing y la publicidad de las tiendas “TUTI” de la ciudad de Babahoyo periodo 2021-2022. | es_ES |
| dc.type | bachelorThesis | es_ES |
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