“Plan de marketing para el posicionamiento de la empresa Happy Cell del cantón La Maná, año 2023”
Mobile technology has revolutionized commerce and mobile devices have become a key communication tool for the majority of consumers in Ecuador, since it allows designing effective strategies to achieve objectives, know the market, the competition, define the public adequate objective and establish t...
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| Médium: | bachelorThesis |
| Jazyk: | spa |
| Vydáno: |
2023
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| Témata: | |
| On-line přístup: | http://repositorio.utc.edu.ec/handle/27000/11300 |
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Přidat tag | Shrnutí: | Mobile technology has revolutionized commerce and mobile devices have become a key communication tool for the majority of consumers in Ecuador, since it allows designing effective strategies to achieve objectives, know the market, the competition, define the public adequate objective and establish the most profitable distribution channels, for this reason the present investigative work was developed with the purpose of establishing marketing strategies that allow improving the positioning of Happy Cell in the canton of La Maná. In order to comply with the proposed objectives, it was required to carry out a situational analysis that allowed knowing the strengths, weaknesses, opportunities and threats that the company faces. The methodological framework is constituted by the deductive, analytical method, with a descriptive, bibliographical and field research. The information was collected through surveys applied to a sample of 382 people from the La Maná canton. The results show a weak brand in market positioning, little recognized, with marketing deficiencies, as a result of the pandemic and the weakening of the economy. Therefore, there is a need to establish necessary mechanisms to solve the existing problem. The marketing plan constitutes a solution proposal given that it sought to position the company in privileged places in the market and provide a luxury experience such as customer satisfaction. In addition, product, price, place and promotion strategies were established, which were aligned with the strategic direction of the company. |
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