Estrategias de posicionamiento en prendas deportivas BMX de la empresa GRE+CU Bello- Antioquia
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Date
2025-05-25
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Publisher
Corporación Universitaria Minuto de Dios - UNIMINUTO
Type
thesis
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Acceso Abierto - http://purl.org/coar/access_right/c_abf2
Abstract
El presente estudio analiza las estrategias de posicionamiento de la empresa GRE+CU, dedicada a la fabricación de prendas deportivas para BMX en Bello, Antioquia. La empresa enfrenta una limitada consolidación de su marca en el mercado, debido a la baja visibilidad digital, escasa diferenciación y débil conexión simbólica con su audiencia. El objetivo general fue identificar y analizar estrategias de posicionamiento que fortalezcan su competitividad y presencia de marca. La investigación adoptó un enfoque cualitativo, con encuestas y entrevistas aplicadas a deportistas y actores clave del entorno BMX. Entre los principales hallazgos se identificó una conexión emocional inicial con la comunidad, pero también oportunidades para fortalecer el branding, la presencia digital y la expansión de productos. Se concluye que GRE+CU puede consolidarse como una marca referente si integra una narrativa auténtica, alianzas estratégicas y marketing experiencial. La propuesta estratégica presentada responde a las fortalezas internas y al entorno competitivo emergente.
This study examines the positioning strategies of GRE+CU, a company specialized in manufacturing sportswear for BMX athletes in Bello, Antioquia. The company faces significant challenges in consolidating its brand in the market, stemming from low digital visibility, limited differentiation, and a weak symbolic connection with its target audience. The primary objective of the research was to identify and analyze strategic approaches to enhance the company’s competitiveness and brand presence. A qualitative methodology was employed, using surveys and semi-structured interviews with athletes and key stakeholders within the BMX community. The findings indicate an initial emotional connection with the community, as well as critical opportunities to improve brand identity, strengthen digital engagement, and expand the product line. The study concludes that GRE+CU could emerge as a benchmark brand by incorporating an authentic narrative, establishing strategic partnerships, and implementing experiential marketing strategies. The proposed strategic framework responds to both internal strengths and the evolving competitive environment.
This study examines the positioning strategies of GRE+CU, a company specialized in manufacturing sportswear for BMX athletes in Bello, Antioquia. The company faces significant challenges in consolidating its brand in the market, stemming from low digital visibility, limited differentiation, and a weak symbolic connection with its target audience. The primary objective of the research was to identify and analyze strategic approaches to enhance the company’s competitiveness and brand presence. A qualitative methodology was employed, using surveys and semi-structured interviews with athletes and key stakeholders within the BMX community. The findings indicate an initial emotional connection with the community, as well as critical opportunities to improve brand identity, strengthen digital engagement, and expand the product line. The study concludes that GRE+CU could emerge as a benchmark brand by incorporating an authentic narrative, establishing strategic partnerships, and implementing experiential marketing strategies. The proposed strategic framework responds to both internal strengths and the evolving competitive environment.
Description
Lograr la presencia en el mercado de prendas deportivas para BMX y mejorar su competitividad para contribuir a su crecimiento sostenible.
Keywords
Artificial Intelligence, Digital Marketing, Marketing, Neuromarketing, Inteligencia Artificial, Marketing digital, Mercadotecnia, Neuromarketing