Estrategias de Trade Marketing para la empresa Pepsico en la ciudad de Guayaquil
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2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La presente investigación comprende un estudio descriptivo aplicando Estrategias de Trade Marketing para el incremento de la distribución numérica de la empresa Pepsico Alimentos Ecuador Cia. Ltda., en la ciudad de Guayaquil. Para la obtención de información las técnicas que se desarrollaron en el proyecto fueron las encuestas y la entrevista a un experto de ventas del Canal Tradicional, la encuesta estuvo dirigida a los propietarios de los establecimientos comerciales como lo son, las tiendas de barrio, cybers, bazares, restaurantes, farmacias, papelerías, panaderías y pastelerías e incluso en negocios de comidas rápidas, mientras que la entrevista estuvo dirigida a Inés Chica, Jefa de Ventas del Canal Detallista de la región Costa en Pepsico Alimentos Ecuador Cía. Ltda, para que proporcione un punto de vista acerca de la presencia de los productos de la marca en el sector noroeste de la ciudad de Guayaquil. Los encuestados manifestaron que su satisfacción es regular en cuanto al servicio y atención que presta Pepsico, mientras que solo una pequeña parte de los detallistas se sienten satisfechos con el servicio de la empresa, esta situación pone en evidencia las falencias que existen en el servicio que presta la empresa, siendo un tema de preocupación debido a que se ve afectada la imagen corporativa de Pepsico.
The present investigation includes a descriptive study applying Trade Marketing Strategies for the increase of the numerical distribution of the company Pepsico Alimentos Ecuador Cia. Ltda., In the city of Guayaquil. To obtain information, the techniques developed in the project were the surveys and the interview with a sales expert from the Traditional Channel, the survey was aimed at the owners of the commercial establishments such as the neighborhood stores, cybers, bazaars, restaurants, pharmacies, stationers, bakeries and even in fast food businesses, while the interview was directed to Inés Chica, Head of Sales of the Retailer Channel of the Costa region in Pepsico Alimentos Ecuador Cía. Ltda, to provide a point of view about the presence of the brand's products in the northwest sector of the city of Guayaquil. The respondents stated that their satisfaction is regular in terms of the service and attention provided by Pepsico, while only a small part of the retailers feel satisfied with the service of the company, this situation highlights the shortcomings that exist in the service that lends the company, being an issue of concern because it affects the corporate image of Pepsico.
The present investigation includes a descriptive study applying Trade Marketing Strategies for the increase of the numerical distribution of the company Pepsico Alimentos Ecuador Cia. Ltda., In the city of Guayaquil. To obtain information, the techniques developed in the project were the surveys and the interview with a sales expert from the Traditional Channel, the survey was aimed at the owners of the commercial establishments such as the neighborhood stores, cybers, bazaars, restaurants, pharmacies, stationers, bakeries and even in fast food businesses, while the interview was directed to Inés Chica, Head of Sales of the Retailer Channel of the Costa region in Pepsico Alimentos Ecuador Cía. Ltda, to provide a point of view about the presence of the brand's products in the northwest sector of the city of Guayaquil. The respondents stated that their satisfaction is regular in terms of the service and attention provided by Pepsico, while only a small part of the retailers feel satisfied with the service of the company, this situation highlights the shortcomings that exist in the service that lends the company, being an issue of concern because it affects the corporate image of Pepsico.
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TRADE MARKETING, PEPSICO, MINORISTAS, DISTRIBUCIÓN NUMÉRICA