Marketing integral para el desarrollo de mercado del supermercado Nelson Market del cantón Samborondón, año 2019.
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Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Varias empresas están cambiando su manera de comercio tratando adaptarse a los cambios en los hábitos de compra. Por eso realizan inversiones en actividades que vayan de acuerdo a la tendencia. Sin embargo, actualmente el número de empresas que se están adaptándose a las nuevas tendencias va aumentando, lo que está creando una brecha entre las se mantienen en lo tradicional y las nuevas tendencias. El objetivo de este estudio es desarrollar el mercado de supermercado Nelson Market en canales no tradicionales. En este contexto, es necesario conocer que tan distante se está de lograr ese objetivo. Esta investigación tomó en consideración teorías para desarrollo de mercado, conociendo la actualidad de la empresa y se diseñaron nuevas estrategias para a través de ellas desarrollar el mercado en canal tradicional de Nelson Market. Se tomó en consideración opiniones de potenciales clientes, exponiendo lo más relevante de sus respuestas que muestran de manera específica y coherente la implementación de estrategias
Several companies are changing their way of trading trying to change changes in shopping habits. That is why it makes investments in activities that go according to that trend. However, currently the number of companies that are adapting to new trends is increasing, which is creating a gap between traditional and new trends. The objective of this study is to develop the Nelson Market supermarket market in non-traditional channels. In that context, it is necessary to know how distant that objective is to be achieved. This research took in the detection of theories for the development of the market, knowing the current state of the company and designed new strategies to develop the market through the traditional Nelson Market channel. Opinions of potential clients will be considered in opinions, exposing the most relevant of their responses and considerations in a specific and coherent way the implementation of this type of strategies for Nelson Market.
Several companies are changing their way of trading trying to change changes in shopping habits. That is why it makes investments in activities that go according to that trend. However, currently the number of companies that are adapting to new trends is increasing, which is creating a gap between traditional and new trends. The objective of this study is to develop the Nelson Market supermarket market in non-traditional channels. In that context, it is necessary to know how distant that objective is to be achieved. This research took in the detection of theories for the development of the market, knowing the current state of the company and designed new strategies to develop the market through the traditional Nelson Market channel. Opinions of potential clients will be considered in opinions, exposing the most relevant of their responses and considerations in a specific and coherent way the implementation of this type of strategies for Nelson Market.
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MARKETING INTEGRAL, DESARROLLO DE MERCADO, CANALES, ESTRATEGIAS