Estrategias de marketing para el posicionamiento del producto vino de mortiño " El Ultimo Inca"
This study focused on the design of marketing strategies through a research process based on methodologies of scientific validity, which aims to strengthen the positioning of the blueberry wine product “El Ultimo Inca” in its target markets: local, provincial and national, due to the lack of brand r...
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| Format: | masterThesis |
| Język: | spa |
| Wydane: |
2020
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| Hasła przedmiotowe: | |
| Dostęp online: | http://repositorio.utc.edu.ec/handle/27000/7442 |
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Dodaj etykietę | Streszczenie: | This study focused on the design of marketing strategies through a research process based on methodologies of scientific validity, which aims to strengthen the positioning of the blueberry wine product “El Ultimo Inca” in its target markets: local, provincial and national, due to the lack of brand recognition, poor administrative management and the low economic income of the association that produces it, located in the Sigchos Canton of the Cotopaxi Province. The approach to this work was first aimed at a theoretical and epistemological study of strategic marketing management under a qualitative approach, concluding that these concepts are current and evolving according to new market trends, and then focused on the phenomenological aspects of the wine producing association, through a situational analysis; critical success factors were subsequently identified, synthesized in a SWOT matrix that was evaluated through criteria and weights that allowed to establish its degree of internal-external relationship and the position of market attractiveness based on its competitiveness (Great Strategy Matrix), determining that the organization and its product are in a “Weak Competitive Position”, which requires drastic development and integration strategies. Under a quantitative methodology, descriptive field research was conducted in order to identify the tastes and preference of potential customers of blueberry wine and other geographical and demographic variables that were used as guides for the design of specific strategies and for the development of an econometric model “Logit”, concluding that, of the “Potential Customers”, the most significant variables are: “Try new wine flavors”, “occasional internet use”, “age between 30 and 39 years” , “age between 40 and 49 years”, and “Economic income equal to or greater than 600 USD”, contributing with the probability of purchase at an average of 80%, in three well-defined market segments. |
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