Plan de marketing para el posicionamiento en el mercado de la empresa de alquiler CHUCU RENT CAR S.A

Business development is one of the areas of greatest mobility and impact on the growth of societies; in this context, the existence of companies dedicated to providing car rental services in the Ecuadorian market is increasing. However, in many cases they have a defective marketing plan or even no marketing plan at all, which limits their presence in the market. This research addresses this reality and provides a marketing plan for CHUCU RENT CAR S.A. that will allow it to lead in the city of Quevedo and expand with new branches to other cities. The objective of the research is to propose a marketing plan for the market positioning of the rental company CHUCU RENT CAR S.A. A mixed research with field study was used, employing different methods, techniques and instruments. As results, 60% of the respondents have knowledge of the company within the market, likewise, based on their needs, they consume the recreational service. On the other hand, 80% of the respondents, apart from making optional use of rental services, state that the service provided by Chucu Rent Car S.A. is excellent, since it provides security and above all trust; 73% even recommend the service. The company should consolidate its presence in Quevedo and plan its expansion into high-demand markets such as Quito, using marketing strategies based on alliances and promotions aimed at sectors with greater growth potential.

• Hlavní autor: Valencia Borja, María José (author)
• Médium: masterThesis
• Jazyk: spa
• Vydáno: 2025
• Témata: PLAN DE MARKETING; DEMANDA; ORGANIZACIONES CORPORATIVAS; SERVICIOS DIVERSOS; ALTA GAMA
• On-line přístup: https://dspace.uniandes.edu.ec/handle/123456789/19497