Análisis de las estrategias de marketing relacional en la empresa Aves & Comestibles S.A.

Abstract

The objective of this research project was to analyze the relationship marketing strategies of the company Aves & Comestibles S.A. which was developed under an exploratory methodology with a mixed approach, where 217 clients were surveyed and the company's administrative staff were interviewed. As a result, it was obtained that Aves & Comestibles S.A. implements essential strategic methods focused on competitiveness and being able to adapt to the new trends required by the market. In addition, it applies a scheme based on offering competitive prices allowing operational sustainability. In addition, it was identified that 48% of those surveyed are very satisfied with the quality-price ratio of the products from the Aves & Comestibles store. Likewise, it is evident that 47% of customers rate the area where the store is located as very convenient. Finally, 51% of consumers decided that the company cares about creating a bond with its buyers. In conclusion, it could be observed that Aves & Comestibles S.A. looks for ways to generate strategies that allow the loyalty and retention of new groups of customers.