Análisis de las estrategias comerciales implementadas en los restaurantes de Guayaquil, año 2021

Abstract

This research analyzes the commercial strategies implemented in the restaurants of Guayaquil in the year 2021, in which a study of the negative effects of the pandemic on the businesses was presented and an analysis of their current situation was also carried out, the objective is to identify the commercial strategies implemented by the restaurants in the city, as well as to propose new strategies to boost sales. Through the application of the qualitative methodology that allowed to interpret the situation of the companies together with the types of documentary, field and non-experimental research, which helped to collect information from different sources, as population and sample were chosen four restaurant owners in the city, which through the interview and review of documents it was possible to know the situation in which they were in the pandemic and what business strategies they used, before and after the confinement. The results of the interview led to know the severity that caused the pandemic to the restaurants, it was known the measures they applied to move forward, being as their main tool the digital strategy and the home delivery service that they currently continue to use. It was concluded that the pandemic affected the restaurants economically and the sales strategies employed prevented them from closing permanently and these are currently being used.