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Vol. 16 No. 3 (2022): Edición especial
Published 2022-12-05
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When the Publicaciones e Investigaciones Journal receives an original study or article from its author(s), whether by email, postal service, or the platforms available for said purpose, know that it may be published in physical or electronic formats in national or international archives, databases, or SIRES. As such, Publications and Research authorizes the reproduction and citation of said material, provided that the description of information is carried out in conformity with bibliographic norms, and mention the corresponding names, authors, article, issue, and pages. Publications and Research, in advance, expresses that the information, concepts, and methods are the responsibility of the author(s). As such, the UNAD does not have any influence whatsoever over that expressed in the manuscript.

Article

Marketing strategies in the regional antojitos market in Tabasco case: handmade snacks restaurant.

DOI: https://doi.org/10.22490/25394088.6514
María de la Cruz Baeza Priego Universidad Juárez Autónoma de Tabasco, México
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Today there is a diversity of commercial strategies that companies carry out with the desire to remain in the markets in which they compete, it has been observed mostly that large companies have been able to implement risky and effective commercial strategies; in the case of PyMES whose investment in this area is usually scarcer due to budget issues and in some others due to ignorance on the subject, few are the companies of this type that choose a commercial strategy with a medium-term vision.

 

This scientific article aims to analyze the commercial strategies that can be implemented by the company Handmade Snacks Restaurant located in Villahermosa, Tabasco, according to its strategic objectives to remain in the market as a leading company in its field.  As a study methodology, the analysis of the case is used using primary data collection methods, so it proceeds basically from the observation and interview of the study subjects, as well as the application of a consumption preference survey of their customers and possible expansion of the restaurant in other locations in the State of Tabasco.

The results of the research show that the strategies that Handmade Snacks Restaurant can potentially apply are the differentiation strategy, the blue ocean strategy, using mostly direct marketing, given the conditions and preferences of its customers.

keywords: Market, Market Research, Customer, Customer Service, Marketing Strategies
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How to Cite

Baeza Priego, M. de la C. . (2022). Marketing strategies in the regional antojitos market in Tabasco case: handmade snacks restaurant. Publicaciones E Investigación, 16(3). https://doi.org/10.22490/25394088.6514
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