Estrategias de marketing en el Minimarket Stop Market del Cantón Babahoyo, periodo 2023.

This case study occurs in the context of the Minimarket Stop Market in the Babahoyo Canton during the period 2023, considering that it is of utmost importance for several fundamental reasons. This analysis not only shed light on the specific business practices of a local retail business, but also provided valuable lessons and insights applicable to a broader context in the field of retail and business marketing in general. The objective of this research was to analyze the marketing strategies implemented by the Minimarket Stop Market in the Babahoyo Canton during the period 2023, in order to understand their impact on positioning, performance and competitiveness in the local retail market. The present investigative work was based on the deductive method with descriptive characteristics and with a qualitative - quantitative approach, since theoretical conclusions are established based on the interview and results of the information collected from the target market are also presented. This research methodology was aimed at establishing the behavior of the variable: marketing strategy in the context of the Minimarket Stop Market. Two important techniques were used in the research: the interview and the survey. Among the main results, it was found that the Minimarket Stop Market does not have a digital marketing strategy that allows it to make the business more competitive, since there are many stores and Minimarket that operate in the same market, so there is no differentiation. some. The research line in Financial, Administrative, Tax, Audit and Control Management was used, and the research subline in Marketing and Commercialization.

• المؤلف الرئيسي: López Chica, Ariel Ulises (author)
• التنسيق: bachelorThesis
• منشور في: 2024
• الموضوعات: Marketing; Estrategias; Minimarket Stop Market; Marketing digital
• الوصول للمادة أونلاين: http://dspace.utb.edu.ec/handle/49000/15839