Estrategias de ventas en el Comercial Escobar de la ciudad de Vinces, durante el período 2023.
| dc.contributor.advisor | Vanegas Rodríguez, Vicente Valentino | |
| dc.contributor.author | Plaza Carranza, Germania Gisella | |
| dc.date.accessioned | 2025-05-01T18:53:01Z | |
| dc.date.available | 2025-05-01T18:53:01Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18156 | |
| dc.description | This case study focused on analyzing Comercial Escobar's sales strategy in the province of Vinces, with the aim of improving its competitiveness and market positioning. The analysis began by identifying the problem of falling sales due to the lack of innovative strategies and the growing competition in the sector. Specific objectives were derived from this to understand the market needs, evaluate the strengths and weaknesses of the current sales model and propose strategic solutions. A quantitative study was carried out by surveying 382 people as a result of the sample that was carried out. The results show that food is the most in-demand product, while special offers and loyalty programs are perceived as essential elements to attract customers. In addition, there is a growing trend towards the digitalization of purchases. Based on this data, a swot analysis was carried out, highlighting strengths such as local knowledge and weaknesses such as the lack of digital channels. In addition, opportunities and risks related to the market and competition were also identified. As a result, strategies such as implementing targeted promotions, developing loyalty programs, and introducing digital distribution were proposed to meet market needs and address weaknesses. The final conclusions and recommendations highlight the importance of adopting innovative approaches to improve competitiveness and ensure sustainable business growth. | es_ES |
| dc.description | This case study focused on analyzing Comercial Escobar's sales strategy in the province of Vinces, with the aim of improving its competitiveness and market positioning. The analysis began by identifying the problem of falling sales due to the lack of innovative strategies and the growing competition in the sector. Specific objectives were derived from this to understand the market needs, evaluate the strengths and weaknesses of the current sales model and propose strategic solutions. A quantitative study was carried out by surveying 382 people as a result of the sample that was carried out. The results show that food is the most in-demand product, while special offers and loyalty programs are perceived as essential elements to attract customers. In addition, there is a growing trend towards the digitalization of purchases. Based on this data, a swot analysis was carried out, highlighting strengths such as local knowledge and weaknesses such as the lack of digital channels. In addition, opportunities and risks related to the market and competition were also identified. As a result, strategies such as implementing targeted promotions, developing loyalty programs, and introducing digital distribution were proposed to meet market needs and address weaknesses. The final conclusions and recommendations highlight the importance of adopting innovative approaches to improve competitiveness and ensure sustainable business growth. | es_ES |
| dc.description.abstract | Este caso de estudio se enfocó en analizar la estrategia de ventas de Comercial Escobar en la provincia de Vinces, con el objetivo de mejorar su competitividad y posicionamiento en el mercado. El análisis comenzó identificando el problema de la caída de las ventas debido a la falta de estrategias innovadoras y la creciente competencia en el sector. De allí se derivaron objetivos específicos para comprender las necesidades del mercado, evaluar las fortalezas y debilidades del modelo de ventas actual y proponer soluciones estratégicas. Se realizó un estudio cuantitativo encuestando a 382 personas resultado de la muestra que se efectuó. Los resultados muestran que la alimentación es el producto más demandado, mientras que las ofertas especiales y los programas de fidelización se perciben como elementos esenciales para atraer clientes. Además, existe una tendencia creciente hacia la digitalización de las compras. Con base en estos datos, se realizó un análisis FODA, destacando fortalezas como el conocimiento local y debilidades como la falta de canales digitales. Además, también se identificaron oportunidades y riesgos relacionados con el mercado y la competencia. Como resultado, se propusieron estrategias como implementar promociones específicas, desarrollar programas de fidelización e introducir la distribución digital para satisfacer las necesidades del mercado y abordar las debilidades. Las conclusiones y recomendaciones finales destacan la importancia de adoptar enfoques innovadores para mejorar la competitividad y garantizar un crecimiento empresarial sostenible. | es_ES |
| dc.format.extent | 39 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 | Estrategias de ventas | es_ES |
| dc.subject | Promociones | es_ES |
| dc.subject | Descuentos | es_ES |
| dc.subject | Fidelización | es_ES |
| dc.subject | Digitalización | es_ES |
| dc.subject.other | Comercio | es_ES |
| dc.title | Estrategias de ventas en el Comercial Escobar de la ciudad de Vinces, durante el período 2023. | es_ES |
| dc.type | bachelorThesis | es_ES |
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