Estrategia de posicionamiento para la comercialización de ropa de damas talla plus en la ciudad de Guayaquil

Satisfying size female population plus represents the main reason for the study, for which the objective of developing a positioning strategy for marketing clothing size ladies plus in the city of Guayaquil was raised to effect a survey was the ladies plus size through a descriptive, deductive and quantitative research, whose results showed that the potential unmet demand for women plus size clothing in the local market was identified, which approached $ 148,106.17 by the average spending of clothing for every lady plus size, plus size 2,206 women representing 5% of the total population was obtained; was identified in the SWOT matrix of the main weaknesses of the apparel sector lie in the lack of dissemination and promotion of clothes for plus size women, however, the limited supply is the main chance. Marketing strategies were established to increase market share clothing size ladies plus, including offers 2 x 1 for 2% of customers were cited, and discounts of 70% to 3% of sales, in addition to the static advertising, social networks and media, the channel most appropriate marketing is the clothing store that works in conjunction with the sweatshop, to promote greater competitiveness for the company in the local market of women size plus; positioning strategies for marketing ladies plus size clothing in the city of Guayaquil were developed, resulting in a rate of 42.74% IRR, NPV of $ 85,945.31, return on invested capital in 2½ years……..

• Autor principal: Molina Chasi, Blanca Isabel (author)
• Format: bachelorThesis
• Idioma: spa
• Publicat: 2016
• Matèries: Posicionamiento; Estrategia; Ropa; Comercialización
• Accés en línia: http://repositorio.ulvr.edu.ec/handle/44000/1363