Análisis estratégico del posicionamiento de mercado de la empresa CNT EP del Ecuador.

Abstract

Advertising is a key mechanism in the operation process of every company, it is a link in the value chain that allows structuring a portfolio of clients to effect the flow of capital between the institution and its market. The present study focuses on analyzing the location of the Corporación Nacional de Telecomunicaciones in the national market, in relation to its marketing strategies, investment in advertising, statistics of the Agencia de Regulación y Control de Telecomunicaciones (ARCOTEL), to describe the reasons they make her worthy of her place. The objective is to formalize a strategic plan that allows a more competitive projection in the market, through a SWOT matrix evaluating its policies, advantages and inferring which criteria it should apply according to the performance appreciated in recent years. The methodology applied is abductive analysis, of an exploratory nature based on a bibliographic review; the subject is approached from the demographic context, investigating the importance of marketing in the international arena, referencing the new tendencies and cutting-edge tactics, finally, a strategic advertising plan is proposed to scale the position of CNT, in favor of the citizen empowerment towards the entities State, in relation of mutual benefit.