Estrategias en el posicionamiento para la línea de productos de fruta precocida de la microempresa catering servicios castro de la ciudad de quito, provincia de Pichincha.
For the implementation of this investigation, it was proposed that the main objective be to analyze marketing strategies for the positioning of the line of precooked fruit products on the basis of the tastes and preferences of the intermediaries for market recognition, and the main problem affecting...
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| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2019
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| Matèries: | |
| Accés en línia: | http://repositorio.utc.edu.ec/handle/27000/7485 |
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Afegir etiqueta | Sumari: | For the implementation of this investigation, it was proposed that the main objective be to analyze marketing strategies for the positioning of the line of precooked fruit products on the basis of the tastes and preferences of the intermediaries for market recognition, and the main problem affecting the micro company was also analyzed by producing and marketing frozen precooked fruit, since the product is under market recognition and has consequently limited development and marketing organizational growth. This situation arises because, at present, the market does not know the benefits of the use of the product, the limited promotion, the limited distribution channels, and the most obvious reason; the corporate image has no relation to the business activity it performs. The methodology used according to the type of investigation was: documentary and field, complementing a qualitative approach with an inductive method, the techniques that provided the greatest information to the research included: focus group aimed at new customers, meanwhile the survey aimed at the owners of accommodation, food and drinks establishments, while the interview directed at the owner of the micro-company, who provided information to know the current state of the entity. As a result of the research, strategies based on marketing mix were designed: 4Ps (product, price, position, promotion) that allows the production line to be placed on the market and facilitates the benefits of its use, to its customers. The strategy with which the proposal was initiated is the redesign of the name, brand, and slogan of the precooked fruit product line, through the new corporate image, to start getting the attention of intermediaries to acquire the product. |
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