Estrategias de mercado para el posicionamiento de Chibu sabor y tradición
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Date
2023-06-03
Authors
Lancheros Ostios, Lady Tatiana
Advisors
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Atribución-NoComercial-SinDerivadas 2.5 Colombia
Abstract
La presente monografía pretende proponer estrategias de mercado para posicionar el emprendimiento Chibu sabor y tradición, inicialmente se identificó el problema y las causas que la empresa tiene respecto a la marca, luego se realizó entrevistas a la muestra de investigación para poder realizar un perfil de cliente y consumidor identificando las necesidades de estos, posteriormente por medio de fichas de observación, se analizó a la competencia y se determinó las ventajas y desventajas con respecto al emprendimiento. Finalmente, se propone estrategias con el fin de aumentar la participación en el mercado y mejorar el posicionamiento de la
empresa, mediante acciones propuestas de atributo de producto, transparencia, competencia y publicidad.
This monograph aims to propose market strategies to position the venture Chibu sabor y tradición, initially the problem and the causes that the company has regarding the brand were identified, then interviews were conducted with the research sample to make a customer and consumer profile identifying the needs of these, then through observation sheets, the competition was analyzed, and the advantages and disadvantages were determined with respect to the venture. Finally, strategies are proposed to increase market share and improve the positioning of the company, through proposed actions of product attribute, transparency, competition, and advertising.
This monograph aims to propose market strategies to position the venture Chibu sabor y tradición, initially the problem and the causes that the company has regarding the brand were identified, then interviews were conducted with the research sample to make a customer and consumer profile identifying the needs of these, then through observation sheets, the competition was analyzed, and the advantages and disadvantages were determined with respect to the venture. Finally, strategies are proposed to increase market share and improve the positioning of the company, through proposed actions of product attribute, transparency, competition, and advertising.
Description
Diseñar un plan de mercado que contribuya a al posicionamiento del mercado del
emprendimiento denominado Chibu sabor y tradición
Keywords
Emprendimiento, Posicionamiento, Mercado, Productos ancestrales, entrepreneurship, positioning, , market, strategies, customers, competition, research, ancestral