MARKETING STRATEGIES FOR COMBINED INTRACANTONAL TRANSPORT COMPANY MEGASEVITRON CIA LTDA. AND ITS IMPACT ON FINANCIAL RATIOS IN TIMES OF PANDEMIC

Abstract

The present research work, allows the partners of the company Megaservitron Cia, of the canton La Troncal, establish
appropriate strategies to improve the financial image of the company; in this way the main objective is to determine marketing
strategies applicable to the company Megasevitron in order to evaluate and improve the situation that the company is going
through in times of pandemic, a diagnosis of the current situation was made, inquiry of the economic situation and together
with the financial statements, were found not very favorable results; Due to the sanitary emergency that was experienced
worldwide, after the corresponding calculations of the financial indexes, it was observed that there was a considerable
decrease; therefore, we proceeded to carry out strategies and projections. Methods used: Descriptive and field research
and quantitative methodology were used. At the beginning of the investigation, 75 user surveys were conducted on the
company’s 3 most profitable routes and the managers were interviewed to learn about the company’s needs, thus allowing the
SWOT (Strengths, Weaknesses, Opportunities, Threats) matrix and the Logical Framework instrument to develop strategies
for making better decisions; The company provided accounting information for the last 4 consecutive years, which were useful
for the application of financial ratios that helped to determine the liquidity, the level of indebtedness and profitability of the
entity; in conclusion, the strategies developed in the lowest ratios were projected and showed an improvement in the financial
situation and achieve the objectives of the company effectively, i.e. applying marketing strategies will help to improve the
profitability of the company.