Plan de Marketing de Posicionamiento de marca en la empresa DK Asesores de la ciudad de Loja
The present investigation seeks the growth of the company DK Asesores against its competitors, having as general objective to elaborate a marketing plan of brand positioning in the company DK Asesores of the city of Loja, with the purpose of improving the growth of the company. Establishing the foll...
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| Format: | bachelorThesis |
| Sprache: | spa |
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2024
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| Online Zugang: | https://dspace.unl.edu.ec/jspui/handle/123456789/29285 |
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| author | Tamayo Jiménez, Kleber Patricio |
| author_facet | Tamayo Jiménez, Kleber Patricio |
| author_role | author |
| collection | Repositorio Universidad Nacional de Loja |
| dc.contributor.none.fl_str_mv | Morocho, Francisco |
| dc.creator.none.fl_str_mv | Tamayo Jiménez, Kleber Patricio |
| dc.date.none.fl_str_mv | 2024-03-12T13:53:06Z 2024-03-12T13:53:06Z 2024-03-12 |
| dc.format.none.fl_str_mv | 259 p. application/pdf |
| dc.identifier.none.fl_str_mv | https://dspace.unl.edu.ec/jspui/handle/123456789/29285 |
| dc.language.none.fl_str_mv | spa |
| dc.publisher.none.fl_str_mv | Universidad Nacional de Loja |
| dc.rights.none.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | reponame:Repositorio Universidad Nacional de Loja instname:Universidad Nacional de Loja instacron:UNL |
| dc.subject.none.fl_str_mv | ADMINISTRACION DE EMPRESAS MARKETING EMPRESA LOJA |
| dc.title.none.fl_str_mv | Plan de Marketing de Posicionamiento de marca en la empresa DK Asesores de la ciudad de Loja |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | The present investigation seeks the growth of the company DK Asesores against its competitors, having as general objective to elaborate a marketing plan of brand positioning in the company DK Asesores of the city of Loja, with the purpose of improving the growth of the company. Establishing the following objectives: First, to make a situational diagnosis of the company DK Asesores in the city of Loja, leaving a negative result since it does not have an integrated business philosophy, to develop a market study to determine the positioning that the company has, thus giving that it does not have a good positioning since it is one of the least known compared to its competitors, in addition to 48% of customers do not recognize the brand. Develop a marketing plan for brand positioning for the company, in which it was determined that it is necessary to develop a branding of the brand to improve the positioning adding that it is essential to invest in advertising to improve its visibility in the market, for which three strategic objectives were developed as the development of the business philosophy: mission, vision and business values, the development of a branding of the visual identity of the brand, logo, slogan and improve digital advertising on social networks within the market. In order to respond to this, we proceeded to use research methods such as the exploratory to determine the problem and the descriptive to describe the characteristics and desires of the group of interest, for the study we determined a random sample of 398 potential customers and 222 real customers of the Lojana population, using instruments such as observation, surveys and interviews, it was recommended that the new logo should be disseminated massively and evaluate the effectiveness of the changes. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | UNL_256f2e833cdc2e3ff0bc2f6c73b84dbd |
| instacron_str | UNL |
| institution | UNL |
| instname_str | Universidad Nacional de Loja |
| language | spa |
| network_acronym_str | UNL |
| network_name_str | Repositorio Universidad Nacional de Loja |
| oai_identifier_str | oai:dspace.unl.edu.ec:123456789/29285 |
| publishDate | 2024 |
| publisher.none.fl_str_mv | Universidad Nacional de Loja |
| reponame_str | Repositorio Universidad Nacional de Loja |
| repository.mail.fl_str_mv | * |
| repository.name.fl_str_mv | Repositorio Universidad Nacional de Loja - Universidad Nacional de Loja |
| repository_id_str | 0 |
| spelling | Plan de Marketing de Posicionamiento de marca en la empresa DK Asesores de la ciudad de LojaTamayo Jiménez, Kleber PatricioADMINISTRACION DE EMPRESASMARKETINGEMPRESALOJAThe present investigation seeks the growth of the company DK Asesores against its competitors, having as general objective to elaborate a marketing plan of brand positioning in the company DK Asesores of the city of Loja, with the purpose of improving the growth of the company. Establishing the following objectives: First, to make a situational diagnosis of the company DK Asesores in the city of Loja, leaving a negative result since it does not have an integrated business philosophy, to develop a market study to determine the positioning that the company has, thus giving that it does not have a good positioning since it is one of the least known compared to its competitors, in addition to 48% of customers do not recognize the brand. Develop a marketing plan for brand positioning for the company, in which it was determined that it is necessary to develop a branding of the brand to improve the positioning adding that it is essential to invest in advertising to improve its visibility in the market, for which three strategic objectives were developed as the development of the business philosophy: mission, vision and business values, the development of a branding of the visual identity of the brand, logo, slogan and improve digital advertising on social networks within the market. In order to respond to this, we proceeded to use research methods such as the exploratory to determine the problem and the descriptive to describe the characteristics and desires of the group of interest, for the study we determined a random sample of 398 potential customers and 222 real customers of the Lojana population, using instruments such as observation, surveys and interviews, it was recommended that the new logo should be disseminated massively and evaluate the effectiveness of the changes.La presente investigación busca el crecimiento de la empresa DK Asesores frente a sus competidores, teniendo como objetivo general elaborar un plan de marketing de posicionamiento de marca en la empresa DK Asesores de la ciudad de Loja, con la finalidad de mejorar el crecimiento de la empresa. Estableciéndose los siguientes objetivos: Primero realizar un diagnóstico situacional de la empresa DK Asesores de la ciudad de Loja, dejando un resultado negativo ya que no cuenta con una filosofía empresarial integrada, elaborar un estudio de mercado para determinar el posicionamiento que tiene la empresa dando así que la misma no tiene un buen posicionamiento puesto que es una de las menos conocidas frente a sus competidoras, además que un 48% de clientes no reconocen la marca. Elaborar un plan de marketing de posicionamiento de marca para la empresa, en el cual se determinó que es necesario el desarrollo de un branding de la marca para mejorar el posicionamiento agregando que es fundamental la inversión en publicidad para mejorar su visibilidad en el mercado, para lo cual se elaboró tres objetivos estratégicos como el desarrollo de la filosofía empresarial: misión, visión y valores empresariales, el desarrollo de un branding de la identidad visual de la marca, logo, slogan y mejorar la publicidad digital en redes sociales dentro del mercado. Es así que para dar respuesta a ello se procedió al uso de métodos de investigación tales como el exploratorio para determinar el problema y el descriptivo para describir las características y deseos del grupo de interés, para el estudio se determinó una muestra aleatoria de 398 clientes potenciales y 222 clientes reales de la población Lojana, usando instrumentos como la observación, encuestas y entrevistas, se recomendó que se debe difundir masivamente el nuevo logotipo y evaluar la efectividad de los cambios.Universidad Nacional de LojaMorocho, Francisco2024-03-12T13:53:06Z2024-03-12T13:53:06Z2024-03-12info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis259 p.application/pdfhttps://dspace.unl.edu.ec/jspui/handle/123456789/29285spainfo:eu-repo/semantics/openAccessreponame:Repositorio Universidad Nacional de Lojainstname:Universidad Nacional de Lojainstacron:UNL2025-05-02T16:59:13Zoai:dspace.unl.edu.ec:123456789/29285Institucionalhttps://dspace.unl.edu.ec/Universidad públicahttps://unl.edu.ec/https://dspace.unl.edu.ec/oaiEcuador***opendoar:02025-05-02T16:59:13falseInstitucionalhttps://dspace.unl.edu.ec/Universidad públicahttps://unl.edu.ec/https://dspace.unl.edu.ec/oai*Ecuador***opendoar:02025-05-02T16:59:13Repositorio Universidad Nacional de Loja - Universidad Nacional de Lojafalse |
| spellingShingle | Plan de Marketing de Posicionamiento de marca en la empresa DK Asesores de la ciudad de Loja Tamayo Jiménez, Kleber Patricio ADMINISTRACION DE EMPRESAS MARKETING EMPRESA LOJA |
| status_str | publishedVersion |
| title | Plan de Marketing de Posicionamiento de marca en la empresa DK Asesores de la ciudad de Loja |
| title_full | Plan de Marketing de Posicionamiento de marca en la empresa DK Asesores de la ciudad de Loja |
| title_fullStr | Plan de Marketing de Posicionamiento de marca en la empresa DK Asesores de la ciudad de Loja |
| title_full_unstemmed | Plan de Marketing de Posicionamiento de marca en la empresa DK Asesores de la ciudad de Loja |
| title_short | Plan de Marketing de Posicionamiento de marca en la empresa DK Asesores de la ciudad de Loja |
| title_sort | Plan de Marketing de Posicionamiento de marca en la empresa DK Asesores de la ciudad de Loja |
| topic | ADMINISTRACION DE EMPRESAS MARKETING EMPRESA LOJA |
| url | https://dspace.unl.edu.ec/jspui/handle/123456789/29285 |