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Posicionamiento en el mercado del almacén de ropa promociones Wendy de la ciudad de Babahoyo.
dc.contributor.advisor | Huilcapi Masacón, Magdalena Rosario | |
dc.contributor.author | Casquete Mosquera, Katherine Juliana | |
dc.date.accessioned | 2022-10-23T03:48:33Z | |
dc.date.available | 2022-10-23T03:48:33Z | |
dc.date.issued | 2022 | |
dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/12973 | |
dc.description | This case study was carried out in a Promociones Wendy clothing store in the city of Babahoyo, with the aim of evaluating market positioning through the study of internal and external situations, for customer loyalty. The methodology used was based on the qualitative method, survey and interview techniques, accompanied by their respective investigative instruments, which were directed to the clients and owner of the premises. The results were: 84% of people consider that greater positioning is achieved through digital marketing, 53% buy frequently, 72% have not received promotions and discounts, 33% mentioned that prices are expensive and a great Percentage of respondents think that the prices are not competitive and consider that through Facebook the business's products can be made known. In addition, it was determined that sales have decreased since the start of the pandemic, marketing strategies are not used due to ignorance and lack of investment. In conclusion, the perception of the consumer market about the commercial activities of the Wendy Promotions business is good, but commercial strategies are required to obtain various business benefits, such as: increase in market share, differentiation from the competition and greater growth. organizational. | es_ES |
dc.description | This case study was carried out in a Promociones Wendy clothing store in the city of Babahoyo, with the aim of evaluating market positioning through the study of internal and external situations, for customer loyalty. The methodology used was based on the qualitative method, survey and interview techniques, accompanied by their respective investigative instruments, which were directed to the clients and owner of the premises. The results were: 84% of people consider that greater positioning is achieved through digital marketing, 53% buy frequently, 72% have not received promotions and discounts, 33% mentioned that prices are expensive and a great Percentage of respondents think that the prices are not competitive and consider that through Facebook the business's products can be made known. In addition, it was determined that sales have decreased since the start of the pandemic, marketing strategies are not used due to ignorance and lack of investment. In conclusion, the perception of the consumer market about the commercial activities of the Wendy Promotions business is good, but commercial strategies are required to obtain various business benefits, such as: increase in market share, differentiation from the competition and greater growth. organizational. | es_ES |
dc.description.abstract | El presente estudio de caso se realizó en almacén de ropa Promociones Wendy de la ciudad de Babahoyo, con el objetivo de evaluar el posicionamiento del mercado mediante el estudio de las situaciones internas y externas, para la fidelización de clientes. La metodología empleada se basó en el método cualitativo, las técnicas de encuesta y entrevista, acompañadas de sus respectivos instrumentos investigativos, los cuales fueron dirigidos a los clientes y propietaria del local. Los resultados fueron: el 84% de las personas consideran que por medio del marketing digital se logra un mayor posicionamiento, 53% compran de manera frecuente, 72 % no ha recibido promociones y descuentos, 33% mencionaron que los precios son caros y un gran porcentaje de encuestados piensan que los precios no son competitivos y consideran que por medio de Facebook se pueden dar a conocer los productos del negocio. Además, se determinó que las ventas disminuyeron desde el inicio de la pandemia, no se emplean estrategias de marketing por desconocimiento y falta de inversión. En conclusión, la percepción del mercado consumidor sobre las actividades comerciales del negocio Promociones Wendy es buena, pero se requieren de estrategias comerciales para la obtención de diversos beneficios empresariales, tales como: incremento de la cuota de mercado, diferenciación de la competencia y mayor crecimiento organizacional. | es_ES |
dc.format.extent | 46 p. | es_ES |
dc.language.iso | es | es_ES |
dc.publisher | Babahoyo: UTB-FAFI. 2022 | es_ES |
dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
dc.subject | Posicionamiento de mercado | es_ES |
dc.subject | Marketing | es_ES |
dc.subject | Ventaja competitiva | es_ES |
dc.subject | Crecimiento empresarial | es_ES |
dc.title | Posicionamiento en el mercado del almacén de ropa promociones Wendy de la ciudad de Babahoyo. | es_ES |
dc.type | bachelorThesis | es_ES |