BTL and OTL strategies for the positioning of a micro-business for sale of original motorcycle spare parts - City from Guayaquil

Abstract

A microenterprise located in Guayaquil with a few years in the market, dedicated to the sale and exchange of original motorcycle parts, consider that the application of high impact strategies would increase their sales. so this research aimed to design BTL and OTL strategies to position a micro-enterprise as a benchmark in the market for the sale of original spare parts of motorcycles. For the approach, a qualitative-quantitative research was applied, of the type descriptive, explanatory, using the methods of analysis and synthesis, induction and deduction, historical and logical; Interviews and surveys were carried out based on the observation; as well as descriptive statistics for data tabulation.The results indicate that the clients of a microenterprise selling original motorcycle parts require more physical advertising information and part of the organization, so the designed strategies are based in the design of outdoor material, exhibitions at fairs, promotion by social networks and the strengthening of sponsorship mechanisms business