Análisis de las estrategias de marketing aplicadas en los centros de belleza de la ciudad de Guayaquil.

Abstract

Modern organisational structures now place greater emphasis on marketing development. For this reason, companies are beginning to formulate a strategy by systematically analysing the forces at work both within the organisation and in the external environment to determine how well it is positioned to achieve its objectives , both now and in the future. Thus, a marketing strategy is a set of related manageria l decisions and activities that contribute to the achievement of an organisation's objectives. The objective of this essay is to analyse the strategies applied in beauty centres in the city of Guayaquil, where a beauty centre is known as a business that provides various services related to hygiene and hair styling or beautification of hands, feet and hair. This study collects information on the cosmetics and beauty sector through indepth interviews with the main actors in the sector. It also analyses the different marketing strategies used by beauty centres to attract and retain customers.