Estrategias de marketing y su relación con la competitividad en las ferreterías del Cantón Santa Elena

Abstract

The objective of this research is to determine the relationship between marketing strategies and their relationship with the competitiveness of hardware stores in the Santa Elena canton. The research follows the quantitative route with correlational scope, among the results a strong correlation was found between variables marketing strategies and their relationship with the competitiveness in the hardware stores of the Santa Elena canton with a Spearman's Rho coefficient of 0.973 and a value of the correlations among its dimensions are above 0.90 being greater than 0.05, this determines, which determines part of the strategic decision of the company to improve its position in the market. Finally, it is considered necessary to increase promotional strategies through advertising with social networks and influencers as a strategic decision for the company to improve the brand's position in the market, attract new customers and maintain existing ones.