Browsing by Author "Toapanta Chimborazo, José Manuel"

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    “Plan de marketing para los minimarkets asociados a la Cámara de Comercio del cantón Latacunga”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Maxi Chiguano, Kevin Omar; Toapanta Chimborazo, José Manuel; Borja Brazales, Yadira Paola
    The main objective of this research was to develop a marketing plan for the minimarkets associated with the Chamber of Commerce of the Canton Latacunga, due to the lack of knowledge of adequate marketing strategies among these businesses. To carry out this study with precision and obtain reliable results, a quantitative approach was used as the methodological basis, applying a survey using the Likert scale to a representative sample of 382 people, aged 18 to 64, from the urban sector of Latacunga. The study evaluated the key dimensions of the 4 P's of the marketing mix, complemented by descriptive analysis and cross-tabulation. Additionally, a diagnosis was conducted using internal analysis, PESTEL, and MEFE, MEFI, and IE matrices to understand the current state of the commercial businesses. Based on this diagnosis, key strategies were proposed, such as the development of a digital catalog, the implementation of attractive pricing, the application of merchandising techniques, and the creation of social media content, among other actions aimed at improving the performance and competitiveness of the minimarkets.