Estrategias de marketing de la Empresa “Masterprint” de la ciudad de Babahoyo de la provincia de Los Ríos, periodo 2023.

The implementation of this case study focuses on the marketing strategies of the Masterprint printing company, which is aimed at the fulfillment and realization of the object of study that seeks to analyze the marketing strategies that the business manages and applies, which allowed the establishment of the research variables in order to know the internal and external situation of the business, so that it can improve its promotion and advertising techniques to achieve recognition and positioning in the capital of the state of Fluminense. Therefore, the purpose of this work is to conceptualize the variables and their proposed objectives, with the purpose of fulfilling and achieving the research objective defined in this case, allowing to have a sustained and analyzed base from the perspective of the economically active population in relation to the improvements and innovation of both traditional and digital marketing strategies that the company should include in its internal processes to increase its sales and profitability. Concluding that marketing strategies, especially digital platforms, influence the development of business, because they directly affect the positioning of the company in the minds of customers, therefore, it is emphasized that Masterprint uses marketing strategies frequently to generate presence and loyalty, as well as, attracting potential customers, so that it allows it to renew its local image, and in turn, establish itself as a competitive brand in the printing market.

• Autor principal: Moreira Laje, Bella Aurora (author)
• Format: bachelorThesis
• Publicat: 2024
• Matèries: Marketing; Estrategias; Posicionamiento; Mercado; Competicia; Digital; Tradicional
• Accés en línia: http://dspace.utb.edu.ec/handle/49000/17015