Estrategias de comercialización en la Empresa Pesquera Rojas de la ciudad de Machala Provincia de El Oro en época de pandemia covid-19

This research was carried out in the company "Pesquera Rojas" located in the Machala canton, dedicated to the large-scale production and commercialization of products related to the fishing sector with the highest quality standards that seek to fully satisfy the needs of the consumer. . The objective of this study was to analyze the marketing strategies adopted by the organization in times of pandemic, since, due to various risk factors such as inadequate strategic planning and the closure of international markets, they caused the loss of competitive advantage and conditioned compliance with planned goals. The applied research methodology was descriptive, which consisted of analyzing in detail the particularities of the issue raised, through the interview technique that through the application of investigative instruments such as the questionnaire addressed to the observation units, the information was collected necessary to specifically explain the purpose of the study carried out. The results found were that the company presented weaknesses in its administrative management, since certain functions are carried out empirically, such as the establishment of deficient commercial strategies that help to counteract the effects that the Covid-19 pandemic caused in the economy of the industry. fishing industry that also caused the stoppage of productive activities, layoffs of people and a reduction in the ability to negotiate with customers, aspects that further exacerbated the problems, since it directly affected the profitability and market share of the organization.

• Autor Principal: Urgiles Murillo, Dayse Priscilla (author)
• Formato: bachelorThesis
• Publicado: 2021
• Subjects: Mercado; Estrategias de comercialización; Covid-19; Marketing mix
• Acceso en liña: http://dspace.utb.edu.ec/handle/49000/9405