Análisis de la matriz de Boston de la empresa UNILEVER en la ciudad de Machala.

Abstract

This research is intended to analyze the Boston Matrix of the Unilever Company in Machala City. The objective is to evaluate the matrix and strategic business units such as Dove, Lux, Knorr and Sedal, in order to define strategies for these UEN and achieve the company's continuous economic growth. Orienting a qualitative analysis based on the collection of data from primary sources such as observation and interviewing techniques, and bibliographic sources such as books, articles, and the respective elaboration of the Boston matrix for the UENs, with the respective results of the research based on the determination of the position of the products in the matrix for the establishment of strategies achieving an improvement of the company at the company level.