Browsing by Author "Calero Lamar, Erick Mauricio"

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    “Plan de marketing para los negocios de autorepuestos automotrices asociados a la Cámara de Comercio del Cantón Latacunga.”
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Calero Lamar, Erick Mauricio; Lisintuña Chiguano, Wilden Michael; Borja Brazales, Yadira Paola
    This research project addressed the problems such as low profitability and limited variety of supply. The main objective was to develop a comprehensive marketing plan adapted to the needs and characteristics of the auto parts businesses in the Canton of Latacunga, using modern tools and techniques to improve their visibility and attract a greater number of customers, applying surveys to 380 customers, and the data were analyzed with SPSS software. The results revealed weaknesses such as the lack of limited advertising on social media, insufficient promotional offers and discounts, low customer confidence in automotive products, dependence on imports, and lack of staff motivation. Based on a cross-SWOT analysis, strategies were developed based on the marketing mix, including the creation of a digital catalog, the use of social media such as Facebook, TikTok, and Whatsapp Business, the establishment of an online shop, implementation of discount and recycling programs for automotive parts, and the creation of a logo representative of the automotive business. The results indicated that these strategies hold great potential to improve customer perception and increase sales, concluding that a proper marketing plan was essential to overcome weaknesses and seize opportunities in the automotive sector.