Competitive marketing strategies to improve the positioning of the local “H Sports Bar” in Bahía de Caráquez

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Competitive marketing has become the most effective tool to achieve a better market share at the regional level. The objective of the study was to analyze the effectiveness of a competitive marketing strategy to improve the positioning of the H Sports Bar in Bahía de Caráquez. Under the quantitative...

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Detalles Bibliográficos
Autores: Lemoine Quintero, Frank Angel, Proaño Delgado, Noelia Thaily
Formato: artículo
Fecha de Publicación:2024
Institución:Universidad Nacional Jorge Basadre Grohmann
Repositorio:Revistas - Universidad Nacional Jorge Basadre Grohmann
Lenguaje:español
OAI Identifier:oai:revistas.unjbg.edu.pe:article/1889
Enlace del recurso:https://revistas.unjbg.edu.pe/index.php/eyn/article/view/1889
Nivel de acceso:acceso abierto
Materia:estrategias
perfil competitivo
marketing digital
negocio
Bahía de Caráquez
strategies
competitive profile
digital marketing
business
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spelling Competitive marketing strategies to improve the positioning of the local “H Sports Bar” in Bahía de CaráquezEstrategias de marketing competitivo para mejorar el posicionamiento del local “H Sports Bar” de Bahía de CaráquezLemoine Quintero, Frank AngelProaño Delgado, Noelia Thailyestrategiasperfil competitivomarketing digitalnegocioBahía de Caráquezstrategiescompetitive profiledigital marketingbusinessBahía de CaráquezCompetitive marketing has become the most effective tool to achieve a better market share at the regional level. The objective of the study was to analyze the effectiveness of a competitive marketing strategy to improve the positioning of the H Sports Bar in Bahía de Caráquez. Under the quantitative context, the descriptive method was applied to develop a study that describes the facts based on the applied instruments. Among the most relevant results, they referred to taking into account bars as a source of entertainment, which can be seen with the objectivity with which bars are rated. Based on this, several strategies can be proposed to strengthen the image, and achieve the loyalty of potential clients. Among the strengths of H Sports bar are the market, loyalty and market segmentation, which is compared with another location to see what the strengths of each one are and thus improve the location. Therefore, the proposal was focused on the development of a website to strengthen the competitive positioning of the H Sports Bar in Bahía de Caráquez.El marketing competitivo se ha convertido en la herramienta más efectiva para alcanzar mejor cuota de mercado a nivel regional. El objetivo del estudio fue analizar la efectividad de estrategia de marketing competitivo para mejorar el posicionamiento del local H Sports Bar de Bahía de Caráquez. Bajo el contexto cuantitativo se aplicó el método descriptivo para desarrollar un estudio que describa los hechos basados en los instrumentos aplicados. Entre los resultados más relevantes refirieron tener en cuenta a los bares como fuente de entretenimiento, lo que se deja entrever con la objetividad con la que se califica a los bares, con base en esto se pueden plantear varias estrategias para poder fortalecer la imagen y lograr fidelizar a clientes potenciales. Entre los puntos fuertes de H Sports Bar se destacan el mercado, la fidelización y la segmentación del mercado, por lo que se hace una comparación con otro local para ver cuáles son los puntos fuertes de cada uno y así mejorar el local. Por lo tanto, la propuesta se orientó en la elaboración de una página web para fortalecer el posicionamiento competitivo del local H Sports Bar de Bahía de Caráquez.Universidad Nacional Jorge Basadre Grohmann2024-04-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlhttps://revistas.unjbg.edu.pe/index.php/eyn/article/view/188910.33326/27086062.2024.1.1889Economía & Negocios; Vol. 6 Núm. 1 (2024): Economía & Negocios: Abril- Septiembre; 152-1692708-606210.33326/27086062.2024.1reponame:Revistas - Universidad Nacional Jorge Basadre Grohmanninstname:Universidad Nacional Jorge Basadre Grohmanninstacron:UNJBGspahttps://revistas.unjbg.edu.pe/index.php/eyn/article/view/1889/2109https://revistas.unjbg.edu.pe/index.php/eyn/article/view/1889/2154Derechos de autor 2024 Frank Angel Lemoine Quintero, Noelia Thaily Proaño Delgadohttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessoai:revistas.unjbg.edu.pe:article/18892024-05-21T14:19:36Z
dc.title.none.fl_str_mv Competitive marketing strategies to improve the positioning of the local “H Sports Bar” in Bahía de Caráquez
Estrategias de marketing competitivo para mejorar el posicionamiento del local “H Sports Bar” de Bahía de Caráquez
title Competitive marketing strategies to improve the positioning of the local “H Sports Bar” in Bahía de Caráquez
spellingShingle Competitive marketing strategies to improve the positioning of the local “H Sports Bar” in Bahía de Caráquez
Lemoine Quintero, Frank Angel
estrategias
perfil competitivo
marketing digital
negocio
Bahía de Caráquez
strategies
competitive profile
digital marketing
business
Bahía de Caráquez
title_short Competitive marketing strategies to improve the positioning of the local “H Sports Bar” in Bahía de Caráquez
title_full Competitive marketing strategies to improve the positioning of the local “H Sports Bar” in Bahía de Caráquez
title_fullStr Competitive marketing strategies to improve the positioning of the local “H Sports Bar” in Bahía de Caráquez
title_full_unstemmed Competitive marketing strategies to improve the positioning of the local “H Sports Bar” in Bahía de Caráquez
title_sort Competitive marketing strategies to improve the positioning of the local “H Sports Bar” in Bahía de Caráquez
dc.creator.none.fl_str_mv Lemoine Quintero, Frank Angel
Proaño Delgado, Noelia Thaily
author Lemoine Quintero, Frank Angel
author_facet Lemoine Quintero, Frank Angel
Proaño Delgado, Noelia Thaily
author_role author
author2 Proaño Delgado, Noelia Thaily
author2_role author
dc.subject.none.fl_str_mv estrategias
perfil competitivo
marketing digital
negocio
Bahía de Caráquez
strategies
competitive profile
digital marketing
business
Bahía de Caráquez
topic estrategias
perfil competitivo
marketing digital
negocio
Bahía de Caráquez
strategies
competitive profile
digital marketing
business
Bahía de Caráquez
description Competitive marketing has become the most effective tool to achieve a better market share at the regional level. The objective of the study was to analyze the effectiveness of a competitive marketing strategy to improve the positioning of the H Sports Bar in Bahía de Caráquez. Under the quantitative context, the descriptive method was applied to develop a study that describes the facts based on the applied instruments. Among the most relevant results, they referred to taking into account bars as a source of entertainment, which can be seen with the objectivity with which bars are rated. Based on this, several strategies can be proposed to strengthen the image, and achieve the loyalty of potential clients. Among the strengths of H Sports bar are the market, loyalty and market segmentation, which is compared with another location to see what the strengths of each one are and thus improve the location. Therefore, the proposal was focused on the development of a website to strengthen the competitive positioning of the H Sports Bar in Bahía de Caráquez.
publishDate 2024
dc.date.none.fl_str_mv 2024-04-24
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://revistas.unjbg.edu.pe/index.php/eyn/article/view/1889
10.33326/27086062.2024.1.1889
url https://revistas.unjbg.edu.pe/index.php/eyn/article/view/1889
identifier_str_mv 10.33326/27086062.2024.1.1889
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://revistas.unjbg.edu.pe/index.php/eyn/article/view/1889/2109
https://revistas.unjbg.edu.pe/index.php/eyn/article/view/1889/2154
dc.rights.none.fl_str_mv Derechos de autor 2024 Frank Angel Lemoine Quintero, Noelia Thaily Proaño Delgado
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Derechos de autor 2024 Frank Angel Lemoine Quintero, Noelia Thaily Proaño Delgado
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
text/html
dc.publisher.none.fl_str_mv Universidad Nacional Jorge Basadre Grohmann
publisher.none.fl_str_mv Universidad Nacional Jorge Basadre Grohmann
dc.source.none.fl_str_mv Economía & Negocios; Vol. 6 Núm. 1 (2024): Economía & Negocios: Abril- Septiembre; 152-169
2708-6062
10.33326/27086062.2024.1
reponame:Revistas - Universidad Nacional Jorge Basadre Grohmann
instname:Universidad Nacional Jorge Basadre Grohmann
instacron:UNJBG
instname_str Universidad Nacional Jorge Basadre Grohmann
instacron_str UNJBG
institution UNJBG
reponame_str Revistas - Universidad Nacional Jorge Basadre Grohmann
collection Revistas - Universidad Nacional Jorge Basadre Grohmann
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 13.4369335
Competitive marketing strategies to improve the positioning of the local “H Sports Bar” in Bahía de Caráquez
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