Estrategias de marketing en las pequeñas empresas de pañaleras en la calle 29 y Portete en Guayaquil
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Fecha
2021
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Universidad de Guayaquil
Resumen
El objetivo del presente proyecto de investigación es diseñar estrategias de marketing para incrementar la participación de mercado y rentabilidad de las pequeñas empresas pañaleras en la calle 29 y Portete en Guayaquil. Se aplicó una metodología cuali-cuantitativa en donde a través de encuestas a los usuarios, se pudo conocer cuál es la percepción que tienen sobre el mercado de pañales, y se realizaron entrevistas a empresas pañaleras, con el fin de conocer las estrategias empleadas. Como resultado de la investigación se propone estrategias de marketing digital y tradicional por medio de redes sociales y por otros medios tradicionales como la entrega de hojas volantes, merchandising, descuentos, entre otros.
The objective of this research project is to design marketing strategies to increase the market share and profitability of small diaper companies on 29th and Portete streets in Guayaquil. A quali-quantitative methodology was applied where, through user surveys, it was possible to know what their perception of the diaper market is, and interviews were conducted with diaper companies, in order to know the strategies used. As a result of the research, digital and traditional marketing strategies are proposed through social networks and other traditional means such as the delivery of flyers, merchandising, discounts, among others.
The objective of this research project is to design marketing strategies to increase the market share and profitability of small diaper companies on 29th and Portete streets in Guayaquil. A quali-quantitative methodology was applied where, through user surveys, it was possible to know what their perception of the diaper market is, and interviews were conducted with diaper companies, in order to know the strategies used. As a result of the research, digital and traditional marketing strategies are proposed through social networks and other traditional means such as the delivery of flyers, merchandising, discounts, among others.
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Palabras clave
MARKETING, PARTICIPACIÓN DE MERCADO, RENTABILIDAD, PEQUEÑAS EMPRESAS
Citación
APA