Improving the competitiveness of shopkeepers with the application of marketing strategies
The objective of this document is to establish management marketing strategies for shopkeepers that allow them to improve competitiveness against new competitors called discount stores. The impact of these stores is measured by the effect it has on their sales and the decrease in percentage and the offers that little are given in neighborhood stores. The research used a descriptive - qualitative study carried out through a survey of the stores of the Betania neighborhood of the city of Barranquilla. Highlighting that the new format of the stores has been successful in the retail trade, attracting attention in order to determine the actors that are losing market share; causing this a loss in the dynamics of neighborhood stores for having a business similar to the so-called discount stores. For this reason, management strategies were established that are necessary, such as training in marketing and finance and advertising strategies to improve competitiveness in said stores.
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