Plan de marketing para fortalecer el posicionamiento del chocolate a nivel nacional de la Corporación Fortaleza del Valle-cantón Bolívar.

The general objective of the research was the design of a marketing plan to strengthen the positioning of chocolate at the national level of the Fortaleza del Valle-Canton Bolívar Corporation, for which a scheme of activities was structured that were developed by means of an organized sequence beginning with the approach of the problem and the justification, then we proceeded to the bibliographic research that allowed us to construct the conceptual and referential theoretical framework with relevance in the variables of study, Subsequently, the methodology used to establish the tools (interview guide, PEST analysis, competitive profile matrix, benchmarking, EFI matrix, questionnaire) and techniques (interview and survey) necessary to obtain the results was identified. in each of the activities to be developed, later the sampling was carried out, the realization of a questionnaire for the application of a survey in which five of the most important cities were considered, resulting in 384 respondents that were divided according to the size of the population, In the last phase, chocolate positioning strategies were created by schematizing them in the matrix 5w + 1h for a better appreciation according to the characteristics of said instrument, the results obtained allowed us to establish a new vision of the growth desires of the corporation that through the implementation of the strategies facilitates the task of recognition and subsequent positioning inside and outside the province.

• Главный автор: Palma Mendoza, Andrea Yomaira (author)
• Другие авторы: Santana Loor, María José (author)
• Формат: bachelorThesis
• Язык: spa
• Опубликовано: 2018
• Предметы: Marketing; Posicionamiento; Chocolate; Estrategias
• Online-ссылка: http://repositorio.espam.edu.ec/handle/42000/811