Estrategias de marketing para el mejoramiento de la competitividad en el mercado, de la Distribuidora JR.

Abstract

This degree work is carried out in order to research and design marketing strategies for the distributor JR, which is located in the neighborhood of Bosa in the paradise neighborhood, as its name indicates this is dedicated to the distribution and marketing of products groceries in neighborhood stores making a pre-sale and its previous delivery, is a company that has 10 employees at present, 3 sellers, 1 warehouse assistant, 2 drivers, 2 transport assistant, administrator and manager. In recent years it has worked empirically, highlighting that the results have been positive, but the market is constantly changing, innovation and strategies are needed to face the competition, Therefore the investigation of the degree work is based on the information provided by the clients. Qualitative research was carried out since it is related to the criteria that we want to know about the clients of the distributor JR, based on the instrument of the interviews, with the initial help of the route tool that facilitates generating clear and related questions with the research, which were evaluated by an expert. They were applied to a sample of clients and in this way the answers were entered into the Atlas TI software, where the concepts or favorable and negative comments that customers have about it were analyzed.