Estrategia de marketing para cooperativa de transporte en la provincia del Guayas.

Abstract

This thesis develops a marketing plan to improve the competitiveness and service quality of transportation cooperatives in the province of Guayas. It analyzes macro and microenvironmental factors, user perception, and the most effective strategies for customer acquisition and retention. Problems identified include an outdated fleet, security deficiencies, low digitalization, and a lack of communication strategies. As a solution, the study proposes modernizing vehicles, optimizing routes with GPS technology, implementing electronic payments, and improving customer service. Additionally, it suggests strengthening the digital presence of cooperatives through social media and informational campaigns. Strategic alliances are also recommended to enhance transportation infrastructure. These strategies aim to increase user satisfaction, improve operational efficiency, and strengthen the market positioning of cooperatives.