Aplicación del marketing mix en la Cooperativa de Transporte Interprovincial Patria de la Ciudad de Quito.

Abstract

The Quito-based Patria Interprovincial Transport Cooperative is a key player in the interprovincial transport sector in Ecuador. The use of the marketing mix in cooperatives and assessment of its effects on customer happiness, profitability, and competitiveness are the main topics of this study. The Marketing Mix is made up of four elements: Product, Price, Place and Promotion. For the cooperative, this means offering high-quality interprovincial transport services (Product), establishing a competitive pricing strategy (Price), optimizing distribution and accessibility (Place), and carrying out effective marketing strategies (Promotion). One of the primary goals is to increase client happiness, which is attained by placing bets on quality, timeliness and safety. Pricing should take into account promotions and discounts while striking a balance between client accessibility and profitability. For the convenience of users, terminal locations and route growth are essential. Customer acquisition and retention can be aided by loyalty programs and promotional efforts. Increased industry competition, higher profitability, and higher customer happiness are all advantages of using the marketing mix well. To attain this, the cooperative is recommended to conduct a market research, design flexible pricing strategies, invest in the refurbishing of the fleet and terminal infrastructure, and develop a campaign. The methodology used includes both a qualitative and quantitative research approach, through a deductive analysis that has served to collect information necessary in the execution of various strategies for each component of the Marketing Mix, with the purpose of proposing continuous improvements. The research techniques have made it possible to identify the current situation of the business. As a result of this research, various strategies have been developed 13 focused on the four main aspects of the marketing mix: product, price, distribution and promotion, each of which has its respective parameters to improve the commercial performance of the business under study.