Las estrategias de marketing en cadenas internaciones especializadas en la venta de hamburguesas en la ciudad de Guayaquil.

Abstract

The strategic analysis of the international hamburger chains in the city of Guayaquil, based on the study of the qualitative approach methodology and analysis of the results of the interviews with consumers and experts on the subject, revealed the importance of satisfying the needs of consumers. , strengthen the brand image and take advantage of the power of social networks. Consumers showed a preference for chains like Burger King and McDonald's due to the quality of the food, menu customization and welcoming atmosphere. Social networks were identified as the main source of knowledge for consumers, and chains are recommended to take advantage of these platforms to promote their products. The proposed action plans include marketing strategies, innovation and adaptation to the evolving market, with the aim of differentiating from the local competition, generating an emotional connection with customers and establishing an effective presence in the market. These strategies seek to maintain a competitive advantage, increase consumer preference, and achieve sustainable growth. In conclusion, hamburger chains in Guayaquil must adapt to changing consumer preferences, stand out from the competition, and take advantage of social media to achieve market success.