Estrategias de marketing en la Ferretería “Don Víctor” de la Parroquia Febres Cordero - Cantón Babahoyo - período 2022.

This case study is consolidated in a study referring to marketing strategies in the "Don Víctor" hardware store, of Febres Cordero town, from the 2022 term. As the main problem of this entity, the deficient application of marketing strategies is evident, whether to be traditional or digital, including various problems found at the point of sale related to the correct promotion of the products, the attention by the personnel in charge and the deficient corporate image of the company under study. Therefore, an investigative work was conducted whose main objective is to evaluate the marketing plan with commercial strategies with the purpose to increase sales of the hardware store. The research method by evaluations was applied through the applied instruments were the SWOT matrix and a survey with the purpose of knowing the particularities of the case and directing the company under study to reconsider its current sales strategies. These instruments along determined important aspects affecting the studied problem that allow creating strategies that increase the level of sales. It is concluded that the data collection instruments were sufficient to review the impact of eventual marketing strategies in the future and improve decision-making regarding an adequate application of marketing techniques to reach the goals established by the company.

• 1. Verfasser: Vera Ricaurte, Diana Carolina (author)
• Format: bachelorThesis
• Veröffentlicht: 2023
• Schlagworte: Estrategias de marketing; Clientes; Satisfacción del cliente; Factores internos y externos; Productos
• Online Zugang: http://dspace.utb.edu.ec/handle/49000/14748