Estrategias de geomarketing para la comercialización de productos de la empresa Insuaqua S.A. en la ciudad de esmeraldas 2021
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
Insumos Acuícolas S.A. es una empresa formada por socios con conocimientos en la industria camaronera. En el trayecto la empresa ha logrado satisfacer las necesidades de sus clientes y esto ha permitido posesionarse en el mercado. Sin embargo, con fin de abarcar mayor extensión en cuanto a suministro de insumos acuícolas la empresa desea explorar nuevos horizontes implementando nuevas estrategias en área de marketing.
El objetivo general de la presente investigación es Diseñar estrategias de Geomarketing para la comercializar los productos de la empresa Insuaqua S.A. De esta forma, se procedió a recopilar información para realizar un planteamiento del problema que abarque la temática de geomarketing, sus beneficios, limitaciones y desconocimiento (a nivel del país) de la misma, todo esto con la finalidad de mejorar el desempeño comercial de la organización.
Seguidamente se procedió a recolectar información bibliográfica para realizar la parte teórica que den soporte para el desarrollo de la investigación. También, se desarrolló el marco referencial en donde se abarca el micro y macroentorno de la empresa, finalmente se sustenta el marco legal que permite la vialidad de actividad comercial de la empresa.
En el apartado de la metodología se aplicaron técnicas de investigación cuantitativa y cualitativa con la finalidad de recopilar y analizar la información obtenida de la investigación del mercado.
Finalmente, pasando en la recolección de datos se plantea una propuesta que permita a la empresa llegar a mayor cantidad de clientes con la aplicación de estrategia de geomarketing que permitan a la empresa ser más competitivos en el mercado.
Insumos Acuícolas S.A. is a company formed by partners with knowledge in the shrimp industry. Along the way, the company has managed to satisfy the needs of its customers and this has allowed it to take over in the market. However, in order to cover a greater extension in terms of supply of aquaculture needs, the company wishes to explore new horizons by implementing new strategies in the marketing area. The general objective of this research is to Design Geomarketing strategies to market the products of the company Insuaqua S.A. In this way, information was collected to carry out an approach to the problem that covers the subject of geomarketing, its benefits, limitations and ignorance (at the country level) of it, all with the purpose of improving the commercial performance of the company. organization. Then we proceeded to collect bibliographic information to carry out the theoretical part that would support the development of the research. Also, the referential framework was developed where the micro and macro environment of the company is covered, finally the legal framework that allows the commercial activity of the company is supported. In the methodology section, quantitative and qualitative research techniques were applied in order to collect and analyze the information obtained from the market research. Finally, going through the data collection, a proposal is proposed that allows the company to reach a greater number of customers with the application of a geomarketing strategy that allows the company to be more competitive in the market.
Insumos Acuícolas S.A. is a company formed by partners with knowledge in the shrimp industry. Along the way, the company has managed to satisfy the needs of its customers and this has allowed it to take over in the market. However, in order to cover a greater extension in terms of supply of aquaculture needs, the company wishes to explore new horizons by implementing new strategies in the marketing area. The general objective of this research is to Design Geomarketing strategies to market the products of the company Insuaqua S.A. In this way, information was collected to carry out an approach to the problem that covers the subject of geomarketing, its benefits, limitations and ignorance (at the country level) of it, all with the purpose of improving the commercial performance of the company. organization. Then we proceeded to collect bibliographic information to carry out the theoretical part that would support the development of the research. Also, the referential framework was developed where the micro and macro environment of the company is covered, finally the legal framework that allows the commercial activity of the company is supported. In the methodology section, quantitative and qualitative research techniques were applied in order to collect and analyze the information obtained from the market research. Finally, going through the data collection, a proposal is proposed that allows the company to reach a greater number of customers with the application of a geomarketing strategy that allows the company to be more competitive in the market.
Descripción
Palabras clave
GEOMARKETING, CHECK-INS, GEOTAGGING, ESPACIAL