Abstract

PACHECO RODRIGUEZ, Miryam; PANTOJA RODRIGUEZ, Janet Patricia  and  TROYA ALVARADO, Ana Rosa. Analysis of the marketing strategies used by the beverage industry of Ecuador. Case Quicornac. Universidad y Sociedad [online]. 2018, vol.10, n.3, pp. 316-324.  Epub June 02, 2018. ISSN 2218-3620.

The objective of the study is to analyze the marketing strategies employed by the beverage industry in Ecuador, with emphasis on the company Quicornac S.A. of the city of Guayaquil. The methodology applied in the research process was exploratory using qualitative research techniques and instruments, carrying out two in-depth interviews with the Commercial Assistant Manager of Quicornac S.A. and an expert in Marketing, in addition to the technique of direct observation at the points of sale. Finally, a descriptive research is carried out through surveys on a defined group of people who buy packaged juices, thus enriching the study with a mixed research approach. With the information collected, the conclusions of the study were presented.

Keywords : Marketing strategies; marketing mix; industrial beverage industry.

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