Propuesta de captación de clientes para la Escuela de Conducción Sindicato de Choferes del cantón Daule.

Abstract

The present investigation has the general objective of proposing marketing strategies that allow the acquisition of clients for the School of Driving Union of Drivers of the Daule Canton. As a methodology, an investigation was used with a mixed, non-experimental, field approach with an exploratory and descriptive scope. The main information collection techniques used were the survey and the interview and the study population was represented by the citizens of the Daule canton who were surveyed. The main results allowed us to know that the School under study does not have marketing strategies that allow it to inform citizens about the driving courses it offers, digital tools or social networks that lead to communication with the public are not used. stakeholders, all of which affects the competitiveness of the institution in the market and the recruitment of a greater number of students. It is concluded that the marketing strategies based on push and pull that are proposed through this research work represent updated alternatives that will make it easier for the institution to improve its market share and become known to a greater number of users.