Análisis de estrategias de marketing y expansión de Frigomar S.A

Abstract

The research analyzes the positioning and marketing strategies of FRIGOMAR, a local meat products venture in Guayaquil, in order to identify opportunities for improvement and consolidation in the market. The topic is justified due to growing competition in the meat sector and the need for local businesses to optimize their relationship with customers by incorporating digital tools and loyalty strategies adapted to current demands.The objectives focused on analyzing customer appreciation of the brand, establishing how effective the marketing strategies implemented were, and suggesting tips to strengthen the positioning and competitiveness of the venture.A mixed methodology was applied, combining quantitative and qualitative techniques. Two hundred structured surveys were conducted with active customers, supplemented by semi-structured interviews with the owner of FRIGOMAR and three marketing experts. The sample was selected considering regular customers of the business, ensuring representativeness for the analysis of perception and loyalty. The main results indicate that most customers make daily or weekly purchases, valuing the freshness of the products and personalized service. Digital channels, particularly WhatsApp, offer an opportunity to extend the reach of promotions, while the most important promotion is through word of mouth.It is concluded that FRIGOMAR has a solid foundation in product quality, service, and customer trust, and that the gradual implementation of promotional and digital strategies would improve its positioning, increase customer loyalty, and attract higher-volume customers, ensuring the sustainability and growth of the venture in the local market.