Estrategias de marketing para el posicionamiento de Centauro Logística Ecuador en Guayaquil

Currently, marketing strategies are essential for companies to remain competitive, especially in an ever-evolving market. This research proposes a marketing plan for the company Centauro Logística Ecuador LOGINCEN S.A., with the aim of improving its positioning and expanding its customer base, given that it faces financial challenges and a limited client portfolio. Founded in 2018 and operating as a metrology laboratory since 2021, Centauro Logística has shown modest growth, with net income in 2023 significantly lower than in 2022, highlighting a vulnerable situation since the company depends exclusively on a single client in its portfolio. This dependence underscores the need to diversify its client base to mitigate the risk associated with this concentration and ensure greater financial stability. The main objective of this study is to design a marketing strategy that allows Centauro Logística to improve its positioning and attract new clients. To achieve this, it is essential to conduct a detailed evaluation of the current state of the company, identify the competitive advantages valued by clients, and formulate specific strategies that increase the company's visibility and appeal. The research focuses on analyzing the most effective marketing strategies for laboratories in Guayaquil, considering the importance of a differentiated value proposition and the efficient use of digital platforms to strengthen its market presence and ensure sustainable growth in the future.

• Autor Principal: Montoya Vizuete, Lucía Elizabeth (author)
• Outros autores: Velásquez León, Angela Jesús (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado: 2024
• Subjects: Estudio de mercado; Consumidor; Empresa; Marketing
• Acceso en liña: http://repositorio.ulvr.edu.ec/handle/44000/7620