“Estrategia de marketing para el posicionamiento de la microempresa “Orlando´s Burgers” en el Cantón La Maná, provincia de Cotopaxi año 2021”.
The present study project was directed to the situational analysis of the problem of fast-food microenterprises and to know through bibliographic information the types of marketing strategies that have been applied at the national level since the positioning of "Orlando's Burgers" is...
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| Formaat: | bachelorThesis |
| Taal: | spa |
| Gepubliceerd in: |
2021
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| Onderwerpen: | |
| Online toegang: | http://repositorio.utc.edu.ec/handle/27000/7432 |
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Voeg label toe | Samenvatting: | The present study project was directed to the situational analysis of the problem of fast-food microenterprises and to know through bibliographic information the types of marketing strategies that have been applied at the national level since the positioning of "Orlando's Burgers" is sought, which is a small business dedicated to the commercialization of fast food at home. Highlighting that the lack of knowledge of the population about the products offered by certain micro-enterprises, their lack of advertising and their lack of knowledge of marketing tools cause a low positioning and deficiency in the image of their brand, which together with the decisive factors of customer purchase causes that there is no customer loyalty, reducing to a minimum the growth of a fast-food business. Therefore, marketing strategies were examined to help the positioning of the microenterprise "Orlando's Burgers" allowing greater inclusion in the market, dissemination and promotion of those products currently offered, highlighting that communication and advertising through social networks is a decisive factor in the purchase. In order to determine the strategies, a study was carried out using Likert scale surveys to learn the opinions, suggestions and behavior of the consumer, which allowed the establishment of objectives and an action plan with essential marketing strategies. |
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