Estrategias de marketing y su incidencia en la participación del mercado de lubricantes automotrices en la provincia de Los Ríos de la empresa COMDIELSA durante el año 2023.
This study is carried out within the scope of the company COMDIELSA, located in Guayaquil, in the city of Babahoyo, specifically on Avenida 5 de junio between Mejía and Barreiro streets. This research focuses on analyzing how the marketing strategies implemented by COMDIELSA have impacted its partic...
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| Format: | bachelorThesis |
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2024
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| Online Access: | http://dspace.utb.edu.ec/handle/49000/17090 |
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Add Tag | Summary: | This study is carried out within the scope of the company COMDIELSA, located in Guayaquil, in the city of Babahoyo, specifically on Avenida 5 de junio between Mejía and Barreiro streets. This research focuses on analyzing how the marketing strategies implemented by COMDIELSA have impacted its participation in the automotive lubricants market in the Province of Los Ríos during the year 2023, in order to identify opportunities for improvement and formulate effective recommendations to increase its market share. The research methodology was descriptive because it explains the variables under study, through the application of two techniques: the survey that will be directed to the company's B2C and B2B clients. Likewise, the interview applied to the company's manager. The results determined that the marketing strategies implemented by COMDIELSA in 2023, although they faced challenges, achieved certain key successes such as increasing market coverage and attracting new customers. The SOCIO MOBIL strategy stood out for its positive impact. The lessons learned and the future strategies proposed demonstrate a proactive approach to continuous improvement and adaptation to market conditions. |
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