Keywords
Marketing plan
business strategies
business promotion
business strategies
business promotion
How to Cite
Valentin Puma, J. D., Manriquez Zapata, H. M., Espitia Sosa, F. I., Odar Puse, M. A., Ramirez Galvez, M. A., & Valentin Huanaco, Y. P. (2023). Marketing plan to improve business positioning. Universidad Ciencia Y Tecnología, 27(120), 104-113. https://doi.org/10.47460/uct.v27i120.738
Abstract
This paper analyzes marketing from the perspective of public land transport companies. The study includes a review of the current situation of transport companies. From this reality, a proposed marketing plan promotes customer attraction, improvements in customer service, and the inclusion of partners committed to the company's growth and development. The results show that a proper marketing plan can grow the business while projecting an attractive image to the transport sector. In addition, it was observed that marketing and its implementation can change how users perceive the company and its employees.
References
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[2] R. R. Abadi, N. Idayanti y A. R. Syamsuddin, «Effect of customer value and experiential marketing to customer loyalty with customer satisfaction as intervening variable (case study on gojek makassar consumers),» The Asian Journal of Technology Management, vol. 13, nº 1, pp. 82-97, 2020.
[3] M. Fu, R. Rothfeld y C. Antoniou, «Exploring Preferences for Transportation Modes in an Urban Air Mobility Environment: Munich Case Study,» Transportation Research Record, vol. 2673, nº 10, p. 427–442, 2019.
[4] A.-Z. Maya y S. Fujii, «Travel satisfaction effects of changes in public transport,» Transportantion, vol. 43, nº 2, pp. 301-314, 2016.
[5] A. Ortego, A. Valero y A. Abadias, «Environmental Impacts of Promoting New Public Transport Systems in Urban Mobility: A Case Study,» Journal of Sustainable Development of Energy, Water and Environment Systems, vol. 5, nº 3, pp. 377-395, 2017.
[6] J. Palma Lima, R. da Silva Lima y A. N. Rodrigues da Silva, «Evaluation and selection of alternatives for the promotion of sustainable urban mobility,» Procedia - Social and Behavioral Sciences, vol. 162, nº 2014, pp. 408-418, 2014.
[7] N. Shpak, O. Kuzmin, Z. Dvulit, T. Onysenko y W. Sroka, «Digitalization of the Marketing Activities of Enterprises: Case Study,» Information, vol. 11, nº 2, pp. 1-14, 2020.
[8] J. Webb, «The future of transport: Literature review and overview,» Economic Analysis and Policy, pp. 1-6, 2019.
[9] E. Yunus, S. Daniel, R. Slamet, M. Indrasari y T. D. Putranto, «The effectiveness marketing strategy for ride-sharing transportation: Intersecting social media, technology, and innovation,» ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES, vol. 7, nº 2, pp. 1424- 1434, 2019.
[10] S. da Silva Neiva, J. de Souza Mauro, W. Silva de Amorim, S. Borges Barbosa, J. M. Pereira Ribeiro, G. G. Mazaro Araujo y J. B. S. Osório de Andrade Guerra, «Strategies for the Promotion of Sustainable Urban Development: A Multicriteria Analysis,» de Universities and Sustainable Communities: Meeting the Goals of the Agenda 2030., Hamburg, Germany, Springer, 2020, pp. 171-185.
[11] F. Sendy y G. Lyons, «Explaining public transport information use when a car is available: attitude theory empirically investigated,» Transportation, vol. 37, nº 6, pp. 897-913, 2010.
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