Estrategias de marketing de la empresa “Frutiks S.A” y su posicionamiento en el mercado de la ciudad de Machala.

Abstract

This project aims to develop marketing strategies to position FRUTIKS S.A., a company dedicated to the production and sale of organic ice creams in the city of Machala. The company seeks to expand its local recognition, attract new customers, and build customer loyalty to achieve sustained growth in the market. To accomplish this, consumer perceptions and preferences regarding the quality and variety of FRUTIKS S.A.’s products are identified and compared with those of competing brands. Additionally, the geographical reach of distribution and the brand's level of exposure are evaluated to determine their effectiveness in attracting and retaining customers. The study follows a quantitative research methodology, with a non-experimental and explanatory research design. Data collection is carried out through structured surveys applied to a representative sample of the local market, enabling the analysis of the company’s current situation. The results will support the development of marketing strategies focused on brand differentiation, distribution optimization, and improved consumer communication. This approach aims to strengthen FRUTIKS S.A.'s market position in Machala, contributing to its long-term growth and sustainability.