Estrategias de marketing en el Minimarket Stop Market del Cantón Babahoyo, periodo 2023.
| dc.contributor.advisor | Miranda Mejía, Jorge Joffre | |
| dc.contributor.author | López Chica, Ariel Ulises | |
| dc.date.accessioned | 2024-03-28T02:37:59Z | |
| dc.date.available | 2024-03-28T02:37:59Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/15839 | |
| dc.description | This case study occurs in the context of the Minimarket Stop Market in the Babahoyo Canton during the period 2023, considering that it is of utmost importance for several fundamental reasons. This analysis not only shed light on the specific business practices of a local retail business, but also provided valuable lessons and insights applicable to a broader context in the field of retail and business marketing in general. The objective of this research was to analyze the marketing strategies implemented by the Minimarket Stop Market in the Babahoyo Canton during the period 2023, in order to understand their impact on positioning, performance and competitiveness in the local retail market. The present investigative work was based on the deductive method with descriptive characteristics and with a qualitative - quantitative approach, since theoretical conclusions are established based on the interview and results of the information collected from the target market are also presented. This research methodology was aimed at establishing the behavior of the variable: marketing strategy in the context of the Minimarket Stop Market. Two important techniques were used in the research: the interview and the survey. Among the main results, it was found that the Minimarket Stop Market does not have a digital marketing strategy that allows it to make the business more competitive, since there are many stores and Minimarket that operate in the same market, so there is no differentiation. some. The research line in Financial, Administrative, Tax, Audit and Control Management was used, and the research subline in Marketing and Commercialization. | es_ES |
| dc.description | This case study occurs in the context of the Minimarket Stop Market in the Babahoyo Canton during the period 2023, considering that it is of utmost importance for several fundamental reasons. This analysis not only shed light on the specific business practices of a local retail business, but also provided valuable lessons and insights applicable to a broader context in the field of retail and business marketing in general. The objective of this research was to analyze the marketing strategies implemented by the Minimarket Stop Market in the Babahoyo Canton during the period 2023, in order to understand their impact on positioning, performance and competitiveness in the local retail market. The present investigative work was based on the deductive method with descriptive characteristics and with a qualitative - quantitative approach, since theoretical conclusions are established based on the interview and results of the information collected from the target market are also presented. This research methodology was aimed at establishing the behavior of the variable: marketing strategy in the context of the Minimarket Stop Market. Two important techniques were used in the research: the interview and the survey. Among the main results, it was found that the Minimarket Stop Market does not have a digital marketing strategy that allows it to make the business more competitive, since there are many stores and Minimarket that operate in the same market, so there is no differentiation. some. The research line in Financial, Administrative, Tax, Audit and Control Management was used, and the research subline in Marketing and Commercialization. | es_ES |
| dc.description.abstract | El presente estudio de caso se da en el contexto del Minimarket Stop Market en el Cantón Babahoyo durante el periodo 2023, considerando que es de suma importancia por varias razones fundamentales. Este análisis no solo arrojo información sobre las prácticas comerciales específicas de un negocio minorista local, sino que también proporciono valiosas lecciones y conocimientos aplicables a un contexto más amplio en el campo del marketing minorista y empresarial en general. El objetivo de esta investigación consistió en analizar las estrategias de marketing implementadas por el Minimarket Stop Market en el Cantón Babahoyo durante el periodo 2023, con el fin de comprender su impacto en el posicionamiento, desempeño y competitividad en el mercado minorista local. El presente trabajo investigativo se basó en el método deductivo con característica descriptiva y con enfoque cualitativo – cuantitativo, ya que se establecen conclusiones teóricas en base a la entrevista y también se presentan resultados de la información levantada del mercado objetivo. Esta metodología de investigación se orientó a establecer el comportamiento de la variable: estrategia de marketing en el contexto del Minimarket Stop Market. Se emplearon dos técnicas importantes dentro de la investigación: la entrevista y la encuesta. Entre los principales resultados se encontró que el Minimarket Stop Market no cuenta con una estrategia de marketing digital que le permita hacer que el negocio sea más competitivo, ya que existen muchas tiendas y Minimarket que operan en el mismo mercado, por lo que no hay diferenciación alguna. Se empleó la línea de investigación en Gestión Financiera, Administrativa, Tributaria, Auditoría y Control, y la sublínea de investigación en Marketing y Comercialización. | es_ES |
| dc.format.extent | 46 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2024 | 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 | Estrategias | es_ES |
| dc.subject | Minimarket Stop Market | es_ES |
| dc.subject | Marketing digital | es_ES |
| dc.title | Estrategias de marketing en el Minimarket Stop Market del Cantón Babahoyo, periodo 2023. | es_ES |
| dc.type | bachelorThesis | es_ES |
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