Estudio de mercado para la implementación de la línea de productos tecnológicos en la Librería y Papelería Office el nuevo milenio en el cantón La Maná, año 2013

The following study was developed at the Librería y Papelería Office El Nuevo Milenio that is located in La Maná City, province of Cotopaxi. Our goal is to create a market research to analyze the degree of client acceptability for the implementation of a line of technology products that are scarce in the city. This work is based in the ever-increasing demand for technology products in both the education field and the commercial sector, together with the necessity of a business expansion to fulfill the target client requirements. To ensure the investigation success, we analyzed the bibliography specialized in these market studies, strategy that facilitated the development of our work methodology. After defining the theory, we proceeded with the fieldwork. We surveyed three hundred and seventy-six people; this sample included both current and potential customers. After analyzing the results, we found a potential market opportunity and an unsatisfied demand. Results that guarantee the client acceptability for the new product line proposed in this market research. In addition, the positive company financial analysis and its projections ensure the feasibility of the investment. To ensure high levels of clients’ receptivity, we propose to implement new promotional and advertising strategies. Our market-oriented strategies include: redesigning the company’s logo, slogan and shop sign; incorporating discounts for cash purchases and promotional gifts to motivate clients to come back; and generating publicity to increase the visibility of the company’s image and the technology product line.

• Autor principal: Tobar Rueda, Ángela Inés (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado em: 2013
• Assuntos: Estudio de mercado; Implementación de línea tecnológica; Librería y papelería Office
• Acesso em linha: http://repositorio.uteq.edu.ec/handle/43000/3137