Propuesta de estrategias defensivas para impulsar el posicionamiento de mercado de la empresa almacenes Megacréditos.

Abstract

The present investigation was made based on the analysis of magazines and scientific articles focused on the strategic planning of defensive tactics, this with the objective of proposing types of strategies in the Megacreditos Warehouse of the city of Machala, the organization is a family company of medium Size, The methodology applied was based on the foundation of the strategic location of the company, for this purpose the PEYEA matrix methodological tool was used, which based on the study of external and internal dimensions reaffirmed the need to apply the strategies in the company initially indicated. Following the study and the classification of the different types of strategies, a strategy was proposed to propose the development of customer loyalty, whereby through the loyalty matrix, buyers were categorized according to their purchase commitment, this It allowed to establish strategies such as: increase promotions in sales, consolidate the relationship of suppliers to avoid delays in warranty services among others, which are aimed at customer groups classified according to their characteristics. The importance of keeping good "apostolic" clients and working on sales promotions to attract the attention of clients called "mercenaries" was highlighted. Defensive strategies do not require a high investment, since we seek to increase their competitive advantage, on the contrary to conserve and strengthen it, the application of it in the Megacredit Store will undoubtedly position it in a positive and lasting way in the market.