Estrategias comerciales para emprendimientos de panaderías y sus retos en el mercado, sector sauces, Guayaquil 2022-2023
Fecha
2023-08
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Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
El propósito de la investigación corresponde a identificar los retos comerciales que enfrentan los emprendimientos de panaderías. El marco teórico se sustenta en estrategias comerciales de Canedo y emprendimiento de Borja, Carvajal y Vite. mediante un estudio descriptivo en la ciudadela Sauces de Guayaquil, en donde se indagó las repercusiones del desconocimiento de estrategias comerciales que influyen en el crecimiento de estos negocios y sus retos en el mercado, con un enfoque cuali- cuantitativo realizando la recolección de datos mediante encuestas y entrevista, dirigidas a los emprendedores, aplicando el muestreo probabilístico por área. Los principales resultados indican que el que el 60% de los encuestados tienen un nivel de estudio inferior al tercer nivel, por ello no cuentan con los conocimientos administrativos necesarios que les permita potenciar sus negocios. Por otra parte, el 50% indicó que el reto por atender está relacionado con la inseguridad; y el 46,7% expresó que al momento de implementar estrategias comerciales su principal meta es el aumento de ventas. Como aporte, se plantearon tres estrategias que corresponden a: marketing por medio de redes sociales, innovación tecnológica mediante nuevos métodos de pagos, formación y capacitación administrativa para los emprendedores.
The purpose of the research is to identify the business challenges faced by bakery ventures. The theoretical framework is based on business strategies of Canedo and entrepreneurship of Borja, Carvajal and Vite. through a descriptive study in the Sauces de Guayaquil citadel, where the repercussions of ignorance of business strategies that influence the growth of these businesses and their challenges in the market were investigated, with a qualitative-quantitative approach, collecting data through surveys. and interview, directed the entrepreneurs, applying the probabilistic test by area. The main results indicate that 60% of the respondents have a level of study below the third level, therefore they do not have the necessary administrative knowledge that allows them to enhance their businesses. On the other hand, 50% indicate that the challenge to be addressed is related to insecurity; and 46.7% expressed that when implementing business strategies their main goal is to increase sales. As a contribution, three strategies were proposed that correspond to: marketing through social networks, technological innovation through new payment methods, training and administrative training for entrepreneurs.
The purpose of the research is to identify the business challenges faced by bakery ventures. The theoretical framework is based on business strategies of Canedo and entrepreneurship of Borja, Carvajal and Vite. through a descriptive study in the Sauces de Guayaquil citadel, where the repercussions of ignorance of business strategies that influence the growth of these businesses and their challenges in the market were investigated, with a qualitative-quantitative approach, collecting data through surveys. and interview, directed the entrepreneurs, applying the probabilistic test by area. The main results indicate that 60% of the respondents have a level of study below the third level, therefore they do not have the necessary administrative knowledge that allows them to enhance their businesses. On the other hand, 50% indicate that the challenge to be addressed is related to insecurity; and 46.7% expressed that when implementing business strategies their main goal is to increase sales. As a contribution, three strategies were proposed that correspond to: marketing through social networks, technological innovation through new payment methods, training and administrative training for entrepreneurs.
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Palabras clave
ESTRATEGIAS COMERCIALES, MERCADO, EMPRENDIMIENTOS, PANADERÍAS
Citación
APA