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Marketing estratégico en la mejora de la ventaja competitiva del instituto de belleza SICP, sector sur, ciudad de Guayaquil

Author

Listed:
  • Jazmín Alexandra Rodríguez Gonzabay
  • William Quimi Delgado

Abstract

La presente investigación tiene como objetivo desarrollar el marketing estratégico para la mejora de la ventaja competitivo del Instituto de Belleza SICP. Situación que se origina debido a que este establecimiento, al ser relativamente nuevo en el mercado, necesita posicionarse y captar alumnos que estén interesados en contratar los servicios educativos que se ofrecen en la rama de la belleza. Para este efecto, el problema principal que se identificó tiene que ver el desconocimiento de estrategias que le ayuden a hacer frente a los competidores, y logre crear una ventaja que le permita fidelizar a sus clientes.

Suggested Citation

  • Jazmín Alexandra Rodríguez Gonzabay & William Quimi Delgado, 2019. "Marketing estratégico en la mejora de la ventaja competitiva del instituto de belleza SICP, sector sur, ciudad de Guayaquil," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 255, may.
    • Handle: RePEc:erv:observ:y:2019:i:255:44
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