Análisis estratégico para expandir la cuota de mercado de la heladería Andino del cantón Santa Rosa.

Abstract

The study determined through a systematic analysis the ideal marketing strategies to expand the market share of the Helados Andino Brand in the Santa Rosa city. An investigation was carried out through secondary sources that allowed to establish a literary framework, cotemplating the most important strategies to expand a market. The methodology implemented was analytical-deductive, and led to the conclusión that: strategic planning, market development strategy, concentric diversification strategy, selective distribution strategy and differentation strategy, were the appropriate strategies to propose to the Andino Brand a relevant market expansión.