Estrategias de marketing y su incidencia en el sindicato de choferes de la ciudad de Babahoyo en el año 2024.
| dc.contributor.advisor | Gaibor Gaibor, July Yojana | |
| dc.contributor.author | Barrera Lozano, Bryan Alexander | |
| dc.date.accessioned | 2025-04-19T04:48:59Z | |
| dc.date.available | 2025-04-19T04:48:59Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/17801 | |
| dc.description | This case study focuses on analyzing the marketing strategies of the Drivers' Union of the city of Babahoyo and its impact on customer acquisition, and reveals that the institution faces challenges when it comes to visibility and communication of its value proposition. The absence of an effective digital strategy has contributed to the acquisition of fewer clients compared to other institutions that have opted to take a more modern approach. The research makes use of qualitative and quantitative data through interviews with managers and customer surveys, it is evident that the institution has long made use of traditional media such as radio, print advertising and the classic word-of-mouth recommendation. Although they have tried to work with social networks, the impact generated is very little due to lack of content and consistency in publications, therefore, it is suggested that a combination of traditional media and digital marketing could be the key to notice an improvement in visibility and customer acquisition. | es_ES |
| dc.description | This case study focuses on analyzing the marketing strategies of the Drivers' Union of the city of Babahoyo and its impact on customer acquisition, and reveals that the institution faces challenges when it comes to visibility and communication of its value proposition. The absence of an effective digital strategy has contributed to the acquisition of fewer clients compared to other institutions that have opted to take a more modern approach. The research makes use of qualitative and quantitative data through interviews with managers and customer surveys, it is evident that the institution has long made use of traditional media such as radio, print advertising and the classic word-of-mouth recommendation. Although they have tried to work with social networks, the impact generated is very little due to lack of content and consistency in publications, therefore, it is suggested that a combination of traditional media and digital marketing could be the key to notice an improvement in visibility and customer acquisition. | es_ES |
| dc.description.abstract | El presente estudio de caso se enfoca en analizar las estrategias de marketing del Sindicato de choferes de la ciudad de Babahoyo y cuál es el impacto que genera en la captación de clientes, se dan a conocer que la institución enfrenta desafíos cuando se trata de la visibilidad y comunicación de su propuesta de valor. La ausencia de una estrategia digital efectiva ha contribuido a la captación de menos clientes frente a las otras instituciones que han optado por tomar un enfoque más moderno. La investigación hace uso de datos cualitativos y cuantitativos mediante entrevista a directivos y encuestas a los clientes, se evidencia que la institución ha hecho uso de medios tradicionales por largo tiempo tales como la radio, publicidad impresa y la clásica recomendación de boca a boca. Aunque se ha intentado trabajar con redes sociales, el impacto que este genera es muy poco debido a falta de contenido y constancia en publicaciones, por ende, se sugiere que una combinación de medios tradicionales y marketing digital podría ser la clave para notar una mejoría en la visibilidad y la captación de clientes. | es_ES |
| dc.format.extent | 45 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2025 | es_ES |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Marketing digital | es_ES |
| dc.subject | Visibilidad institucional | es_ES |
| dc.subject | Estrategias de promoción | es_ES |
| dc.subject.other | Comercio | es_ES |
| dc.title | Estrategias de marketing y su incidencia en el sindicato de choferes de la ciudad de Babahoyo en el año 2024. | es_ES |
| dc.type | bachelorThesis | es_ES |
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