Análisis de estrategias comerciales aplicadas en los concesionarios de vehículos livianos de Guayaquil, año 2021

Abstract

These last years have marked the economy and the collapse of the automotive industry in Ecuador, which generated a low income report in this sector, mainly in the year 2020 as a result of the pandemic by COVID-19. In order to reactivate the economy, the different stores that are registered as vehicle dealerships in the city of Guayaquil, were forced to create commercial strategies. The main objective of this study was to analyze the commercial strategies applied in light vehicle dealerships in the city of Guayaquil, year 2021. This research used the qualitative method is, collecting information for subsequent analysis, which contributed in the description of data and structure of the strategies that were applied in the automotive industry in Guayaquil, taking into account the entire sector and subsector that was affected.