Estrategia de comercialización de motocicletas en Cadena Baratos S.A. de la ciudad de Guayaquil

Abstract

The present investigation as a Case Study was developed in the Baratodo branch office of the Unicomer Business Group, oriented to the motorcycle marketing strategy according to the perspective of the customer segment of the company under study. The study relied on the review of various classical and contemporary authors in its phase and initial, as well as other case studies emanating from the company's own competitors. The research was structured in three chapters: characterization of the company, methodological proposal of procedure for the analysis and strategic projection of marketing and finally its application to the area in question located in the city of Guayaquil. Strategic analysis techniques and instruments were used, such as the MEFE, MEFI and SWOT matrices; the Kasavana Smith matrix for the positioning and analysis of the brands participating in the motorcycle segment; the elements that lead to the formulation of the price; the projection of the hybrid channel and the distribution strategies; as well as the proposal of advertising media and instruments for the improvement of sales management. The logic of the process made it possible to propose, using the OVAR matrix tool, the strategic objectives that the company must meet in order to strategically conduct the sale of motorcycles.