Estrategia de comercialización y su relación en la mejora de los procesos de producción en la empresa Manalicor del cantón Portoviejo

Abstract

The present study was carried out in the Manalicor company in the city of Portoviejo, initially, the subject under study was chosen, with theoretical support. The general objective of the research was "To analyze the marketing strategy and its relationship in the improvement of production processes in the Manalicor company". Nowadays in which the only constant is the change itself that becomes an increasingly challenging challenge to be able to fulfill the expectations of the clients, that is why the correct use and application of the marketing strategies and at the same time the improvement of the production processes will allow the company to remain in the market, maximizing sales and loyalty to potential and future customers. The study of the research was quantitative since statistics were used for the analysis of the data, where tools such as surveys of consumers, collaborators and an interview with the manager were applied to know first-hand all the corresponding information that supported them. It allowed to present the precise results, the methodology used was exploratory and descriptive that allowed to understand the most relevant processes of the project where the problems were analyzed and possible conclusions were obtained. Finally, a proposal is established aimed at proposing guidelines that make the relationship of the study variables effective, in order to achieve permanence in the market that is becoming more and more competitive.