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Análisis de las estrategias de marketing del Comercial Ledesma en el cantón Echeandia
| dc.contributor.advisor | Ocampo, Wendy | |
| dc.contributor.author | Coba Melendez, Leandro Gregorio | |
| dc.date.accessioned | 2021-05-19T15:49:55Z | |
| dc.date.available | 2021-05-19T15:49:55Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/9209 | |
| dc.description | This study is developed in the Ledesma commercial located in the town of Echeandía in the province of Bolívar and is dedicated to the commercialization of cocoa and coffee in pepa, it is considered a young company since it opened its doors to the public in 2019. with growth and scalability aspirations that are hampered due to the lack of marketing strategies that allow attracting a greater number of customers as well as the loyalty of existing ones through scientific criteria and considering a series of internal factors that give rise to the existence of problems such as: the inexistence of a marketing department, lack of personnel specialized in marketing activities, lack of investment in equipment that allows the development of activities related to the commercialization of products, scarce strategic planning, greater market positioning of competition, lack of promotional and advertising campaigns, price s unfair on the part of the competition, failure to carry out a SWOT analysis, no customer follow-up, lack of social media and lack of a marketing plan. The same that will be investigated through analytical, descriptive and bibliographic methods in order to determine the existing marketing strategies in the commercial considering the financial, administrative, tax, audit and control management research line, and the marketing and commercialization line sub-line. that will allow to determine the causes and effects that arise from the problem under analysis. | es_ES |
| dc.description | This study is developed in the Ledesma commercial located in the town of Echeandía in the province of Bolívar and is dedicated to the commercialization of cocoa and coffee in pepa, it is considered a young company since it opened its doors to the public in 2019. with growth and scalability aspirations that are hampered due to the lack of marketing strategies that allow attracting a greater number of customers as well as the loyalty of existing ones through scientific criteria and considering a series of internal factors that give rise to the existence of problems such as: the inexistence of a marketing department, lack of personnel specialized in marketing activities, lack of investment in equipment that allows the development of activities related to the commercialization of products, scarce strategic planning, greater market positioning of competition, lack of promotional and advertising campaigns, price s unfair on the part of the competition, failure to carry out a SWOT analysis, no customer follow-up, lack of social media and lack of a marketing plan. The same that will be investigated through analytical, descriptive and bibliographic methods in order to determine the existing marketing strategies in the commercial considering the financial, administrative, tax, audit and control management research line, and the marketing and commercialization line sub-line. that will allow to determine the causes and effects that arise from the problem under analysis. | es_ES |
| dc.description.abstract | Este estudio se desarrollan en el comercial Ledesma ubicado en la localidad de Echeandía en la provincia de Bolívar y se dedica a la comercialización de cacao y café en pepa, es considerada como una empresa joven puesto que abrió sus puertas al público en el año 2019 cuenta con aspiraciones de crecimiento y escalabilidad que se ven obstaculizadas debido a la falta de estrategias de marketing que permitan captar un mayor número de clientes así como la fidelización de los existentes a través de criterios científicos y considerando una serie de factores internos que dan lugar a la existencia de problemas tales como: la inexistencia de un departamento de marketing, carencia de personal especializado en actividades de marketing, falta de inversión en equipos que permiten el desarrollo de actividades relacionadas a la comercialización de productos, escasa planeación estratégica, mayor posicionamiento de mercado de la competencia, inexistencia de campañas promocionales y publicitarias, precios desleales por parte de la competencia, falta de realización de un análisis FODA, no se realiza seguimiento del cliente, inexistencia en redes sociales y carencia de un plan de marketing. Las mismas que serán investigadas a través de los métodos analítico, descriptivo y bibliográfico con el objetivo de determinar las estrategias de marketing existente en el comercial considerando la línea de investigación gestión financiera, administrativa, tributaria, auditoría y control, y sublínea línea marketing y comercialización que permitirán determinar las causas y efectos que surgen de la problemática en análisis. | es_ES |
| dc.format.extent | 22 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2021 | 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 | Captación de clientes | es_ES |
| dc.subject | Fidelización de clientes | es_ES |
| dc.title | Análisis de las estrategias de marketing del Comercial Ledesma en el cantón Echeandia | es_ES |
| dc.type | bachelorThesis | es_ES |
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