Una propuesta de estrategias para el reposicionamiento de la empresa comercializadora de material eléctrico "Electromundo" de la ciudad de Ibarra.
This research focuses on the Electromundo Company founded in 2011, with a high level of acceptance and positioning in the commercial sector of electrical material. Over time, competition increased, generating a dispute over consumers, a situation that has caused a contraction in sales. Against this...
| Autor: | |
|---|---|
| Tipo de recurso: | tesis de maestría |
| Estado: | Versión publicada |
| Fecha de publicación: | 2021 |
| País: | Ecuador |
| Institución: | Universidad de Otavalo |
| Repositorio: | Repositorio Universidad de Otavalo |
| Idioma: | español |
| OAI Identifier: | oai:repositorio.uotavalo.edu.ec:52000/668 |
| Acceso en línea: | http://repositorio.uotavalo.edu.ec/handle/52000/668 |
| Access Level: | acceso abierto |
| Palabra clave: | Administración Estrategias Comercialización Electricidad Administración de Empresas |
| Sumario: | This research focuses on the Electromundo Company founded in 2011, with a high level of acceptance and positioning in the commercial sector of electrical material. Over time, competition increased, generating a dispute over consumers, a situation that has caused a contraction in sales. Against this background, the objective of proposing strategies for the repositioning of the electrical material trading company "Electromundo" in the city of Ibarra is established. The implementation of these strategies will allow the company to find new niches that will help to reposition it, contributing to the improvement of labor dynamics, in addition to socially contributing to the creation of jobs and increase the economic security of its workers.To achieve this objective, an investigation was carried out with a qualitative and quantitative approach, of an explanatory and field type, in which The interview and survey were applied as techniques for the compilation of information. As a result of the study it is evidenced that the company has a Top of Mind of 52% in the respondents, identified the company as a variety of quality electrical materials and with good service and attention. Finally, a focused repositioning proposal is established. In three strategies that seek to strengthen the brand image and climb positions in the Top of Mind, develop brand awareness in the prescribers and expand the consumer base. For this, it will have a duration of one year and a budget of 8,000.00 USD. |
|---|