Estrategias de comercialización aplicadas en la industria plástica de Guayaquil por Covid-19, año 2020

Abstract

For many years, the plastic materials industry has had a development that it would not have imagined until it surpassed the steel industry. During the arrival of covid-19, the plastics industry was not the exception of being affected like industries in general, even implementing digital marketing among its strategies so as not to lose the client portfolio it had until then. The objective of this work is to analyze the effectiveness of the marketing strategies applied by the plastic industry of Guayaquil to optimize the sales of its products during the health emergency due to covid-19 in the year 2020. The methodology that has been used is of the type descriptive using the survey that was carried out on an unknown population, with a sample of 384 with characteristics, men and women of legal age and the interview of 5 people from the administrative department of the plastic industry companies in the city of Guayaquil.