Estudio para determinar estrategias de marketing para incrementar el número de usuarios de telefonía móvil de la Corporación Nacional de Telecomunicaciones CNT EP, con relación a la participación de mercado de los 3 últimos años

Abstract

The objective of this study was to determine marketing strategies that could be applied to increase the number of mobile telephony users in the National Telecommunications Corporation (CNT EP), compared to the market share of the company in recent years, which is now under Claro and Conecel, who maintain a market duopoly. To carry out the study, an investigation with a mixed (qualitative and quantitative), descriptive and explanatory approach was applied; through surveys of 120 cell phone users. The results show a tendency in the users to relate to CNT EP with a low quality in its service as it is a public company, although most of the users that belong to other operators are not happy with the current service, which opens a market opportunity to achieve a greater migration of customers from the competition to CNT. Through a strategic diagnosis that encompassed the PEST analysis, Porter's five forces, an internal analysis, a SWOT matrix and a competitiveness analysis, it was concluded that CNT should opt, as a generic strategy, to improve or optimize its position in the market, establishing medium and long-term strategies that will make it easier to improve customer loyalty and purchase level, increase the advantage in differentiation, improve productivity and develop marketing advantages