Marketing estratégico en tienda Lizzie de la Ciudad de Babahoyo

Strategic marketing is an essential element for companies, because it allows them to take advantage of competitors' weaknesses and develop strategies to capture the attention of customers so that they demand the product or service offered, which will help to increase sales, market recognition and business growth. For this reason it is essential that companies make use of this powerful tool. The objective of this research is to perform an analysis of the strategic marketing used by the Lizzie Store, a component that is essential to determine the weaknesses that the establishment has in terms of the implementation of marketing strategies that help to increase the profitability of the business and position itself in the market. The methodology used has a qualitative approach, the method used was inductive and the types of research are descriptive and documentary. In addition, an interview was conducted with the business owner and included questions related to strategic marketing research. The results showed that Tienda Lizzie has several problematic situations in which the following stand out: inadequate management, strategic marketing techniques are not applied, the staff does not have an adequate professional profile, sales strategies are not implemented, among other problems. The research allowed concluding that Tienda Lizzie has an empirical administration because it does not have a formal structure for the development of the activities, besides not using marketing tools necessary to establish strategies that help to increase sales.

• Hlavní autor: Rivera Reyes, Cristopher Omar (author)
• Médium: bachelorThesis
• Vydáno: 2022
• Témata: Marketing; Estrategias; Gestión Administrativa; Cuota de mercado
• On-line přístup: http://dspace.utb.edu.ec/handle/49000/11230