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Marketing estratégico en tienda Lizzie de la Ciudad de Babahoyo
| dc.contributor.advisor | Nivela Icaza, José | |
| dc.contributor.author | Rivera Reyes, Cristopher Omar | |
| dc.date.accessioned | 2022-04-21T20:59:49Z | |
| dc.date.available | 2022-04-21T20:59:49Z | |
| dc.date.issued | 2022 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/11230 | |
| dc.description | Strategic marketing is an essential element for companies, because it allows them to take advantage of competitors' weaknesses and develop strategies to capture the attention of customers so that they demand the product or service offered, which will help to increase sales, market recognition and business growth. For this reason it is essential that companies make use of this powerful tool. The objective of this research is to perform an analysis of the strategic marketing used by the Lizzie Store, a component that is essential to determine the weaknesses that the establishment has in terms of the implementation of marketing strategies that help to increase the profitability of the business and position itself in the market. The methodology used has a qualitative approach, the method used was inductive and the types of research are descriptive and documentary. In addition, an interview was conducted with the business owner and included questions related to strategic marketing research. The results showed that Tienda Lizzie has several problematic situations in which the following stand out: inadequate management, strategic marketing techniques are not applied, the staff does not have an adequate professional profile, sales strategies are not implemented, among other problems. The research allowed concluding that Tienda Lizzie has an empirical administration because it does not have a formal structure for the development of the activities, besides not using marketing tools necessary to establish strategies that help to increase sales. | es_ES |
| dc.description | Strategic marketing is an essential element for companies, because it allows them to take advantage of competitors' weaknesses and develop strategies to capture the attention of customers so that they demand the product or service offered, which will help to increase sales, market recognition and business growth. For this reason it is essential that companies make use of this powerful tool. The objective of this research is to perform an analysis of the strategic marketing used by the Lizzie Store, a component that is essential to determine the weaknesses that the establishment has in terms of the implementation of marketing strategies that help to increase the profitability of the business and position itself in the market. The methodology used has a qualitative approach, the method used was inductive and the types of research are descriptive and documentary. In addition, an interview was conducted with the business owner and included questions related to strategic marketing research. The results showed that Tienda Lizzie has several problematic situations in which the following stand out: inadequate management, strategic marketing techniques are not applied, the staff does not have an adequate professional profile, sales strategies are not implemented, among other problems. The research allowed concluding that Tienda Lizzie has an empirical administration because it does not have a formal structure for the development of the activities, besides not using marketing tools necessary to establish strategies that help to increase sales. | es_ES |
| dc.description.abstract | El marketing estratégico constituye un elemento esencial para las empresas, porque permite aprovechar las debilidades de los competidores y desarrollar estrategias donde se logre captar la atención de los clientes para que demanden el producto o servicio ofertado, lo cual ayudará a incrementar las ventas, reconocimiento en el mercado y crecimiento del negocio. Por esta razón es fundamental que las empresas hagan uso de esta poderosa herramienta. El objetivo de la presente investigación es realizar un análisis del marketing estratégico empleado por la Tienda Lizzie, componente que es fundamental para determinar las debilidades que posee el establecimiento en cuanto a la realización de estrategias de marketing que ayuden a aumentar la rentabilidad del negocio y posicionarse en el mercado. La metodología empleada posee un enfoque cualitativo, el método utilizado fue el inductivo y los tipos de investigación son descriptivo y documental. Además, se aplicó una entrevista dirigida al propietario (a) del negocio conformada con preguntas relacionadas a la investigación del marketing estratégico. Los resultados permitieron evidenciar que la Tienda Lizzie posee varias situaciones problemáticas en las que se desatacan: inadecuada administración, no se aplican técnicas de marketing estratégico, el personal no posee un adecuado perfil profesional, no se implementan estrategias de venta, entre otros problemas. La investigación permitió concluir que Tienda Lizzie efectúa una administración empírica debido a que no posee una estructura formal para el desarrollo de las actividades, además de no emplear herramientas de marketing necesarias para establecer estrategias que ayuden a incrementar las ventas. | es_ES |
| dc.format.extent | 26 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2022 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Marketing | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject | Gestión Administrativa | es_ES |
| dc.subject | Cuota de mercado | es_ES |
| dc.title | Marketing estratégico en tienda Lizzie de la Ciudad de Babahoyo | es_ES |
| dc.type | bachelorThesis | es_ES |
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