Estrategias de marketing en Comercial Don Jorge de la ciudad de Babahoyo.
| dc.contributor.advisor | Gil Avilez, Rosendo Arnaldo | |
| dc.contributor.author | Duarte Aguirre, Lastenia Mariuxi | |
| dc.date.accessioned | 2024-09-26T03:26:53Z | |
| dc.date.available | 2024-09-26T03:26:53Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/17350 | |
| dc.description | Commercial Don Jorge, a company located in Babahoyo and owned by Mr. José Jorge Nauya Soria, has been in the grocery and daily consumer products market for more than 10 years. Known for its personalized service and quality products, it has maintained a loyal customer base. However, in recent years, the company has faced significant challenges due to increasing competition and lack of modern marketing strategies. Commercial Don Jorge's advertising has been based on traditional methods, which have managed to maintain an acceptable level of sales. However, these strategies have not been enough to compete with other supermarket chains that are nearby and use modernized techniques. The entry of new supermarket chains with competitive prices and value-added strategies has reduced customer loyalty towards Commercial Don Jorge. The use of brochures and posters has not been sufficient to attract new customers, and the absence of loyalty and retention strategies has resulted in a decrease in customer loyalty. This case study has identified these shortcomings and focuses on understanding and analyzing the internal problems of the organization. This research is justified by the need to take advantage of the opportunities of modern marketing to ensure the growth and sustainability of the company. In addition, this study can be useful for academic subjects of strategic planning and strategic marketing, contributing to the strengthening of the local economy and improving competitiveness. | es_ES |
| dc.description | Commercial Don Jorge, a company located in Babahoyo and owned by Mr. José Jorge Nauya Soria, has been in the grocery and daily consumer products market for more than 10 years. Known for its personalized service and quality products, it has maintained a loyal customer base. However, in recent years, the company has faced significant challenges due to increasing competition and lack of modern marketing strategies. Commercial Don Jorge's advertising has been based on traditional methods, which have managed to maintain an acceptable level of sales. However, these strategies have not been enough to compete with other supermarket chains that are nearby and use modernized techniques. The entry of new supermarket chains with competitive prices and value-added strategies has reduced customer loyalty towards Commercial Don Jorge. The use of brochures and posters has not been sufficient to attract new customers, and the absence of loyalty and retention strategies has resulted in a decrease in customer loyalty. This case study has identified these shortcomings and focuses on understanding and analyzing the internal problems of the organization. This research is justified by the need to take advantage of the opportunities of modern marketing to ensure the growth and sustainability of the company. In addition, this study can be useful for academic subjects of strategic planning and strategic marketing, contributing to the strengthening of the local economy and improving competitiveness. | es_ES |
| dc.description.abstract | Comercial Don Jorge, una empresa ubicada en Babahoyo y propiedad del señor José Jorge Nauya Soria, ha estado en el mercado de víveres y productos de consumo diario por más de 10 años. Conocida por su servicio personalizado y productos de calidad, ha mantenido una base de clientes leales. Sin embargo, en los últimos años, la empresa ha enfrentado desafíos significativos debido a la competencia creciente y la falta de estrategias de marketing modernas. La publicidad de Comercial Don Jorge se ha basado en métodos tradicionales, que han logrado mantener un nivel de ventas aceptable. No obstante, estas estrategias no han sido suficientes para competir con otras cadenas de supermercados que se encuentran cerca y utilizan técnicas modernizadas. La entrada de nuevas cadenas de supermercados con precios competitivos y estrategias de valor agregado ha reducido la lealtad de los clientes hacia Comercial Don Jorge. El uso de folletos y carteles no ha sido suficiente para atraer nuevos clientes, y la ausencia de estrategias de fidelización y retención ha resultado en una disminución de la lealtad del cliente. Este estudio de caso ha identificado estas falencias y se centra en conocer y analizar los problemas internos de la organización. Se justifica esta investigación por la necesidad de aprovechar las oportunidades del marketing moderno para asegurar el crecimiento y sostenibilidad de la empresa. Además, este estudio puede ser útil para asignaturas académicas de planeación estratégica y marketing estratégico, contribuyendo al fortalecimiento de la economía local y la mejora de la competitividad. | es_ES |
| dc.format.extent | 41 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 | Clientes | es_ES |
| dc.subject | Competencia | es_ES |
| dc.subject.other | Comercio | es_ES |
| dc.title | Estrategias de marketing en Comercial Don Jorge de la ciudad de Babahoyo. | 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