Marketing Estratégico y el impacto en la Competitividad de la Empresa "Only Agua" del sector Toalla Chica del cantón Montecristi.

Abstract

The study analyzed the impact of strategic marketing on the competitiveness of the company “Only Agua” in the Toalla Chica sector, Montecristi, Ecuador. The research aimed to identify strategic marketing strategies and their influence on the competitiveness of the company “Only Agua” in the Montecristi canton. A methodology with a quantitative approach and a non- experimental cross-sectional design was chosen, conducting and applying surveys to a sample of the company's clients, to evaluate the effect of the marketing mix, brand positioning and relational marketing on customer perception and competitiveness. The data were processed through statistical analysis to measure the relationship between marketing strategies and the company's competitiveness. The results indicated that the consistent implementation of marketing strategies has strengthened the company's presence in the market, increasing both customer loyalty and satisfaction. It was also verified that brand positioning is a key element to differentiate “Only Agua” in a competitive environment, while relational marketing helps establish strong relationships, promoting retention and loyalty. In conclusion, it was determined that a well-structured strategic marketing is essential for “Only Agua” to maintain its competitive advantage in a saturated market and achieve long-term sustainable growth.