Las estrategias comerciales aplicadas en el canal de autoservicio de empresas atuneras en el Ecuador.

Abstract

Tuna is a product with an excellent demand in Ecuador, therefore, this topic focuses on the development of the study focused on the commercial strategies applied by tuna companies in self-service channels in Ecuador, considering that it is a country that stands out in this aspect due to its national production and its international export. Commercial strategies are the actions that a company considers when promoting a new product, therefore they are essential to boost sales and position them in the market. The general objective of this study is to analyze commercial strategies and their impact on product rotation in the self-service channel of Ecuadorian tuna companies. The methodology used in the development of the study is quantitative with a descriptive scope, cross-sectional modality because it covers an explicit period. Self-service channels have gained ground in commerce, for this reason it is relevant to delve into the subject to apply favorable commercial strategies in order to spread a product and have a good level of acceptance. Tuna companies have a variety of products with a high nutritional content which should be used by Ecuadorian consumers.