Diseño de estrategias comerciales para aumentar la participación en el mercado de la empresa ATW, en Guayaquil
Fecha
2023-08
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Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
El objetivo de esta investigación es diseñar estrategias efectivas que aumenten la presencia en el mercado guayaquileño, de la empresa ATW, dedicada a la venta de artículos de aseo personal y del hogar; debido a que no logran alcanzar la participación deseada en este mercado. Según informes de la empresa, las ventas en Guayaquil han mostrado cierto crecimiento, pero los directivos desean elevar ese índice de ventas. La metodología empleada es de enfoque mixto, con alcance descriptivo y diseño no experimental de corte transversal. Se realizaron encuestas a 384 guayaquileños para conocer sus preferencias de consumo y se identificó la necesidad de mejorar el reconocimiento de la marca ATW en el mercado local. Se proponen estrategias comerciales de coste: el diseño de una página web informativa y atractiva, creación de redes sociales, uso de publicidad impresa en puntos de venta, búsqueda de alianzas estratégicas con cadenas de supermercados y la fidelización de la marca mediante campañas promocionales y concursos. Además, se sugieren estrategias sin costo adicional, como la creación de la página web y redes sociales por parte del personal de la compañía, así como el uso de aplicaciones y plataformas gratuitas para realizar campañas publicitarias masivas en línea.
The objective of this research is to design effective strategies that increase the presence in the Guayaquil market of the ATW company, dedicated to the sale of personal hygiene and household items; because they fail to achieve the desired participation in this market. According to company reports, sales in Guayaquil have shown some growth, but managers want to increase that sales rate. The methodology used is a mixed approach, with a descriptive scope and non-experimental cross- sectional design. Surveys were carried out on 384 Guayaquil residents to find out their consumption preferences and the need to improve the recognition of the ATW brand in the local market was identified. Commercial cost strategies are proposed: the design of an informative and attractive web page, creation of social networks, use of printed advertising at points of sale, search for strategic alliances with supermarket chains and brand loyalty through promotional campaigns and contests. In addition, strategies are suggested at no additional cost, such as the creation of the website and social networks by the company's staff, as well as the use of free applications and platforms to carry out massive online advertising campaigns.
The objective of this research is to design effective strategies that increase the presence in the Guayaquil market of the ATW company, dedicated to the sale of personal hygiene and household items; because they fail to achieve the desired participation in this market. According to company reports, sales in Guayaquil have shown some growth, but managers want to increase that sales rate. The methodology used is a mixed approach, with a descriptive scope and non-experimental cross- sectional design. Surveys were carried out on 384 Guayaquil residents to find out their consumption preferences and the need to improve the recognition of the ATW brand in the local market was identified. Commercial cost strategies are proposed: the design of an informative and attractive web page, creation of social networks, use of printed advertising at points of sale, search for strategic alliances with supermarket chains and brand loyalty through promotional campaigns and contests. In addition, strategies are suggested at no additional cost, such as the creation of the website and social networks by the company's staff, as well as the use of free applications and platforms to carry out massive online advertising campaigns.
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Palabras clave
ADMINISTRACIÓN, ESTRATEGIAS COMERCIALES, PARTICIPACIÓN EN EL MERCADO
Citación
APA