Estructuración de una propuesta de reposicionamiento para la empresa DECOR AUTO de la ciudad de Ibarra, provincia de Imbabura.
The theme of this research project is "STRUCTURING A REPOSITIONING PROPOSAL FOR DECOR AUTO COMPANY IN IBARRA CITY, IMBABURA PROVINCE", which arose thanks to the identification of a main problem which was the decrease in the company's sales; this is why this theme was defined since the...
| Autor: | |
|---|---|
| Tipo de recurso: | tesis de maestría |
| Estado: | Versión publicada |
| Fecha de publicación: | 2022 |
| País: | Ecuador |
| Institución: | Universidad de Otavalo |
| Repositorio: | Repositorio Universidad de Otavalo |
| Idioma: | español |
| OAI Identifier: | oai:repositorio.uotavalo.edu.ec:52000/670 |
| Acceso en línea: | http://repositorio.uotavalo.edu.ec/handle/52000/670 |
| Access Level: | acceso abierto |
| Palabra clave: | Administración Estructura administrativa Empresa Vehículos automotores Administración de Empresas |
| Sumario: | The theme of this research project is "STRUCTURING A REPOSITIONING PROPOSAL FOR DECOR AUTO COMPANY IN IBARRA CITY, IMBABURA PROVINCE", which arose thanks to the identification of a main problem which was the decrease in the company's sales; this is why this theme was defined since the company has never generated business repositioning strategies that allow it to face adverse situations. The general objective of this study was defined as: "To elaborate a repositioning proposal for Decor Auto in order to generate an improvement in its global performance", which was developed through the design and execution of a market research. The methodology used in the research was a mixture of qualitative and quantitative research methods, and the type of research was descriptive, since at all times a description of the reality of the current situation and of each of the points of this study was made. The repositioning proposal has been generated thanks to the development of the theoretical framework, which served as an important guide of theoretical information, since thanks to this it was possible to reach a greater and better understanding of business positioning and repositioning. Secondly, a situational diagnosis of the company Decor Auto was developed in order to determine the internal and external environment of the company; this diagnosis allowed to know important aspects about the company and its environment, and to determine its strengths, opportunities, weaknesses and threats. Thirdly, market research was designed and executed, in which quantitative and qualitative data concerning the company's management and positioning were collected and analyzed. Finally, with everything previously done, a repositioning proposal was developed for the company, which contains several strategies that seek precisely to generate a significant improvement in the operation of the company and above all to raise its positioning at the local level. |
|---|