Análisis de la efectividad de estrategias comerciales implementadas por microemprendedores de pastelerías en sauces 7, 8 y 9, Guayaquil, 2023
Fecha
2023-08
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
Esta investigación se realizó con el objetivo de analizar la efectividad de las estrategias comerciales, cuya teoría del mismo nombre fue implantada por Ximena Canedo, y que son implementadas por microemprendedores de pastelerías en Sauces 7, 8 y 9, mediante un enfoque mixto de investigación descriptiva. El árbol de problemas identificó que pueden existir obstáculos que impidan la efectividad en las estrategias, esto causado por la falta de capacitación, la delincuencia y la falta de liquidez. El estudio de campo se basó en encuestas a 383 clientes y entrevistas con a tres dueños de pastelerías. Los resultados mostraron que las estrategias efectivas incluyen publicidad y comunicación (28%), precios y promociones (24%), delivery (21%) y fidelización al cliente (17%). Las preferencias de los encuestados fueron promociones 2x1 (32%) y programas de lealtad (28%). Aunque la mayoría consideró efectivas las estrategias (27%), se identificaron áreas de mejora. Se propuso un Plan de Mejora. Las entrevistas revelaron que los dueños están adaptando sus negocios a los cambios en el comportamiento del cliente y enfrentan desafíos en la implementación de estrategias. Concluyendo que, aunque se han aplicado estrategias efectivas, es necesario optimizarlas para mantener la competitividad y satisfacer las necesidades cambiantes de los clientes.
This research was carried out with the objective of analyzing the effectiveness of commercial strategies, whose theory of the same name was implemented by Ximena Canedo, and which are implemented by micro-entrepreneurs of pastry shops in Sauces 7, 8 and 9, through a mixed descriptive research approach. . The problem tree identified that there may be obstacles that prevent the effectiveness of the strategies, this caused by lack of training, crime and lack of liquidity. The field study was based on surveys of 383 customers and interviews with three pastry shop owners. The results showed that effective strategies include advertising and communication (28%), prices and promotions (24%), delivery (21%) and customer loyalty (17%). The preferences of those surveyed were 2x1 promotions (32%) and loyalty programs (28%). Although the majority considered the strategies effective (27%), areas for improvement were identified. An Improvement Plan was proposed. The interviews revealed that owners are adapting their businesses to changes in customer behavior and face challenges in implementing strategies. Concluding that, although effective strategies have been applied, it is necessary to optimize them to maintain competitiveness and meet the changing needs of customers.
This research was carried out with the objective of analyzing the effectiveness of commercial strategies, whose theory of the same name was implemented by Ximena Canedo, and which are implemented by micro-entrepreneurs of pastry shops in Sauces 7, 8 and 9, through a mixed descriptive research approach. . The problem tree identified that there may be obstacles that prevent the effectiveness of the strategies, this caused by lack of training, crime and lack of liquidity. The field study was based on surveys of 383 customers and interviews with three pastry shop owners. The results showed that effective strategies include advertising and communication (28%), prices and promotions (24%), delivery (21%) and customer loyalty (17%). The preferences of those surveyed were 2x1 promotions (32%) and loyalty programs (28%). Although the majority considered the strategies effective (27%), areas for improvement were identified. An Improvement Plan was proposed. The interviews revealed that owners are adapting their businesses to changes in customer behavior and face challenges in implementing strategies. Concluding that, although effective strategies have been applied, it is necessary to optimize them to maintain competitiveness and meet the changing needs of customers.
Descripción
pdf
Palabras clave
ESTRATEGIAS COMERCIALES, EFECTIVIDAD, MICROEMPRENDEDORES, PASTELERÍAS, CIUDADELA SAUCES
Citación
APA