Gestión comercial de la empresa panadería y pastelería La Favorita del cantón Babahoyo provincia de Los Ríos, del periodo 2023.
| dc.contributor.advisor | Morales Reyna, Franklin Rafael | |
| dc.contributor.author | Vega Carbo, Micheld Adriana | |
| dc.date.accessioned | 2025-05-06T19:01:39Z | |
| dc.date.available | 2025-05-06T19:01:39Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18237 | |
| dc.description | The case study "Commercial Management of La Favorita Bakery and Pastry Shop" analyzes the main challenges faced by this company in Babahoyo during the year 2023. Founded in 2012, La Favorita has stood out for its local expansion, but currently faces problems related to fluctuating demand, insufficient staff training, and a poorly defined brand identity. These factors have caused variations in product quality, operating cost overruns, and difficulties in competing against larger and more differentiated chains. In addition, the limited presence on social media and the lack of effective promotions have reduced its market positioning. The study seeks to diagnose these problems through surveys and direct observations, addressing aspects such as the perception of quality, customer service, prices, and variety of products. Among the findings, the need to standardize production processes, diversify the offer, strengthen digital advertising, and develop loyalty strategies stands out. This research is part of the Financial, Administrative and Marketing Management line, with the aim of optimizing the commercial management of La Favorita, increasing its competitiveness and ensuring its sustainability in the local market. | es_ES |
| dc.description | The case study "Commercial Management of La Favorita Bakery and Pastry Shop" analyzes the main challenges faced by this company in Babahoyo during the year 2023. Founded in 2012, La Favorita has stood out for its local expansion, but currently faces problems related to fluctuating demand, insufficient staff training, and a poorly defined brand identity. These factors have caused variations in product quality, operating cost overruns, and difficulties in competing against larger and more differentiated chains. In addition, the limited presence on social media and the lack of effective promotions have reduced its market positioning. The study seeks to diagnose these problems through surveys and direct observations, addressing aspects such as the perception of quality, customer service, prices, and variety of products. Among the findings, the need to standardize production processes, diversify the offer, strengthen digital advertising, and develop loyalty strategies stands out. This research is part of the Financial, Administrative and Marketing Management line, with the aim of optimizing the commercial management of La Favorita, increasing its competitiveness and ensuring its sustainability in the local market. | es_ES |
| dc.description.abstract | El caso de estudio "Gestión Comercial de la Panadería y Pastelería La Favorita" analiza los principales desafíos que enfrenta esta empresa en Babahoyo durante el año 2023. Fundada en 2012, La Favorita se ha destacado por su expansión local, pero actualmente enfrenta problemas relacionados con la fluctuación de la demanda, la capacitación insuficiente del personal y una identidad de marca poco definida. Estos factores han ocasionado variaciones en la calidad de los productos, sobrecostos operativos, y dificultades para competir frente a cadenas más grandes y diferenciadas. Además, la limitada presencia en redes sociales y la falta de promociones efectivas han reducido su posicionamiento en el mercado. El estudio busca diagnosticar estas problemáticas mediante encuestas y observaciones directas, abordando aspectos como la percepción de la calidad, atención al cliente, precios y variedad de productos. Entre los hallazgos, destaca la necesidad de estandarizar procesos productivos, diversificar la oferta, fortalecer la publicidad digital y desarrollar estrategias de fidelización. Esta investigación se enmarca en la línea de Gestión Financiera, Administrativa y Comercialización, con el objetivo de optimizar la gestión comercial de La Favorita, incrementar su competitividad y asegurar su sostenibilidad en el mercado local. | es_ES |
| dc.format.extent | 40 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 | Gestión Comercial | es_ES |
| dc.subject | Posicionamiento | es_ES |
| dc.subject | Capacitación | es_ES |
| dc.subject | Publicidad Digital | es_ES |
| dc.subject | Variedad de Productos | es_ES |
| dc.subject.other | Comercio | es_ES |
| dc.title | Gestión comercial de la empresa panadería y pastelería La Favorita del cantón Babahoyo provincia de Los Ríos, del periodo 2023. | es_ES |
| dc.type | bachelorThesis | es_ES |
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