Análisis de estrategias de comercialización de Cacie Distribuidora S.A. en la ciudad de Guayaquil.

Abstract

The research focused on how the company CACIE DISTRIBUIDORA S.A., dedicated to the sale of lenses and optical equipment, considered strategies that provided the opportunity to increase its visibility, income and competitiveness in the market, facing a situation of slow growth after a decade of presence in digital sales channels, which demonstrated an opportunity to analyze its marketing strategies and consider possible solutions. The main indicators were given through a mixed approach that made use of surveys and interviews, evidencing a digital sales management with slow responses and a use of social networks without direction that did not allow to take advantage of its potential to increase its income, highlighting the importance of using good strategies directed to digital sales, considering tools that improve internal capabilities and encourage active participation that achieves greater reach and income. The research proposed strategies in order to highlight a point of growth in the value of the company, but in turn these brought an annual cost budget of application.