Análisis de las estrategias de mercado de la empresa CNT E.P. en la ciudad de Loja, 2019
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2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El estudio se enfoca en analizar las estrategias de mercado que implementa la Corporación Nacional de Telecomunicaciones CNT EP se realiza con la finalidad de proponer mejoras en su estrategia de fidelidad la empresa se mantiene como líder del mercado ecuatoriano, pero actualmente presenta problemas económicos que han llevado al Estado a concesionar la misma, trayendo inestabilidad y retrasos en la inversión para el cambio de tecnología de cobre a fibra óptica que integrado a la crisis económica del país, ha dejado espacio para el crecimiento de la competencia en todas las líneas de negocio CNT sin embargo, esta sigue liderando dos de los cuatro productos que oferta . Por lo que se realizó un estudio de enfoque cualitativo mediante entrevistas aplicadas a fuentes primarias en CNT Loja que permitieron realizar un diagnóstico, en donde se halló que en Loja se está realizando un cambio de infraestructura tecnológica y la aceptación en el territorio es satisfactoria, sin embargo hay que trabajar en la fidelización, para ello, se proponen estrategias que ayuden a la empresa a mantenerse en el mercado de telecomunicaciones nacional utilizando la vinculación con el cliente con base en la comunicación clara y cordial.
The study focuses on analyzing the market strategies implemented by the National Telecommunications Corporation CNT EP is carried out with the purpose of proposing improvements in its loyalty strategy, the company remains as leader of the Ecuadorian market, but currently presents economic problems that have led to the State to grant the same, bringing instability and investment delays for the change from copper to fiber optic technology that, integrated to the economic crisis of the country, has left space for the growth of the competition in all the lines of business CNT without However, it continues to lead two of the four products it offers. Therefore, a qualitative approach study was carried out through interviews applied to primary sources at CNT Loja that allowed a diagnosis to be made, where it was found that a change in technological infrastructure is being carried out in Loja and acceptance in the territory is satisfactory, without However, it is necessary to work on loyalty, for this, strategies are proposed that help the company to stay in the national telecommunications market using the relationship with the client based on clear and cordial communication.
The study focuses on analyzing the market strategies implemented by the National Telecommunications Corporation CNT EP is carried out with the purpose of proposing improvements in its loyalty strategy, the company remains as leader of the Ecuadorian market, but currently presents economic problems that have led to the State to grant the same, bringing instability and investment delays for the change from copper to fiber optic technology that, integrated to the economic crisis of the country, has left space for the growth of the competition in all the lines of business CNT without However, it continues to lead two of the four products it offers. Therefore, a qualitative approach study was carried out through interviews applied to primary sources at CNT Loja that allowed a diagnosis to be made, where it was found that a change in technological infrastructure is being carried out in Loja and acceptance in the territory is satisfactory, without However, it is necessary to work on loyalty, for this, strategies are proposed that help the company to stay in the national telecommunications market using the relationship with the client based on clear and cordial communication.
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MARKETING, MARKETING FUNCIONAL, ESTRATEGIAS, FIDELIZACIÓN