Competitive strategies implemented by the SME’s of the buffet sector in Estelí, in relation to the service market, during the first semester of 2016, Nicaragua

Abstract

This article derives from a research work conducted during the first semester of 2016, about six companies that participated in this study. The companies are dedicated to offering offer buffet food in Estelí. The main research objective was to analyze the competitive strategies implemented by the buffet sector in Estelí, during the first semester of 2016. The strategies and marketing elements used by the sector owners were identified. Moreover, their implementation was described. In addition, the strategies were analyzed by using the Porter-diamond technique, which served as a basis for proposing competitive strategies. This research followed a qualitative approach, and featured some quantitative elements. The research is applied and belongs to the interpretative paradigm. As data collection methods, interview to owners, surveys to customers and direct observation to the companies were used.

Key words: Strategies, competitiveness, service market, companies.