Las estrategias del markeying de las pequeñas empresas farmacéuticas de la Coudadela Kennedy en Guayaquil
Fecha
2021
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
El presente trabajo se realizó con la finalidad de recomendar un diseño de marketing estratégico que de manera favorable beneficiara a las pequeñas empresas farmacéuticas en la ciudadela Kennedy en Guayaquil, ya que se ven enfrentadas con grandes empresas, las cuales tienen más experiencia, segmentación, posicionamiento por la clientela que vive alrededor. Se realizó un estudio de mercado, en el cual se seleccionaron tres empresas farmacéuticas para determinar aquellos factores que favorecen o perjudican al marketing de este sector. Por tanto, por medio de una investigación de campo con la aplicación de una encuesta, se puedo establecer aspectos en los cuales cualquiera de las farmacias puede aplicar más aún en los actuales momentos que, la salud está en tema de auge por la situación del coronavirus. Como resultado del presente estudio, se establecieron estrategias de marketing con las 4 P’s de Porter para su respectiva aplicación en el área.
This work was carried out to recommend a strategic marketing design that favorably benefits small pharmaceutical companies in the Kennedy citadel in Guayaquil, since they are faced with large companies, which have more experience, segmentation, positioning by the clientele that lives around. A market study was carried out, in which three pharmaceutical companies were selected to determine those factors that favor or harm the marketing of this sector. Therefore, through a field investigation with the application of a survey, it is possible to establish aspects in which any of the pharmacies can apply even more at the present time that health is on the rise due to the situation of the coronavirus. As a result of this study, marketing strategies were established with the 4 Ps of Porter for their respective application in the area.
This work was carried out to recommend a strategic marketing design that favorably benefits small pharmaceutical companies in the Kennedy citadel in Guayaquil, since they are faced with large companies, which have more experience, segmentation, positioning by the clientele that lives around. A market study was carried out, in which three pharmaceutical companies were selected to determine those factors that favor or harm the marketing of this sector. Therefore, through a field investigation with the application of a survey, it is possible to establish aspects in which any of the pharmacies can apply even more at the present time that health is on the rise due to the situation of the coronavirus. As a result of this study, marketing strategies were established with the 4 Ps of Porter for their respective application in the area.
Descripción
Palabras clave
ESTRATEGIAS, MARKETING, POSICIONAMIENTO, ANÁLISIS DE RESULTADOS