Marketing estratégico y su incidencia en el incremento de ventas de la mueblería Los Mellizos, ciudad de Guayaquil

This research focuses on the city of Guayaquil, specifically on the "Los Mellizos" furniture store, which presents a series of weaknesses such as: poorly trained vendors, not offering home delivery service and the poor display of products in their stores; to which is added an incipient advertising activity on social networks. Placing the company at a disadvantage compared to its competitors, which has had an impact on the decrease in sales during the last two years. Faced with this phenomenon, the objective was: to identify strategic marketing to increase sales. Within the research methodology, the deductive was applied; Through its use, it was possible to evaluate the problem from a general field and thus know all the possible causes of the phenomenon until reaching the Furniture Store "Los Mellizos" and thus make a comparison. Finally, it was concluded that the strategies with the greatest impact were considered the training of the sales force, since they must have all the necessary tools to be able to exert some pressure on the client from their arrival at the establishment until after having managed the purchase of the product. In the same way, the personalization of the products was presented, according to the client's demands, adjusting their price both for material and design.

• Autore principale: Baque Jordan, Ulbio Kevin (author)
• Altri autori: Bohórquez Jara, Walter Ramón (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2023
• Soggetti: Marketing; Medio social; Publicidad; Mueble
• Accesso online: http://repositorio.ulvr.edu.ec/handle/44000/6698