Estrategias de marketing para el crecimiento de la fábrica de hielo "Aqua Frio" de Machala.

Abstract

The ice industry is a fundamental sector in many areas which can benefit significantly from effective marketing strategies to boost its growth and market presence. Some key strategies that the company could consider to expand its business achieving sustainable success. its offering beyond traditional cubed ice, this could include the production of flake ice, in block form to attract different customer segments and increase demand in a specific market taking into account effective strategies such as personalization of the offer and service for each segment and improve customer retention and loyalty in a competitive market by establishing competitive prices. It is essential, in turn, to carry out a cost analysis and monitor the competition and adjust prices strategically to your needs. time to help maintain profitability and gain market share, the methodology used in this report was the interview carried out with the general manager and the sales manager, also its level of research is descriptive-analytical; A proposal was implemented based on the SWOT analysis, in turn the implementation of the digital platform, social networks in order to increase visibility and highlight the AQUAFRIO ice factory in the city of Machala.