ANÁLISIS DE MERCADO PARA PLAN DE MERCHANDISING Y POSICIONAMIENTO DEL ALMACÉN “LAILA” UBICADO EN LAS CALLES RUMICHACA Y 10 DE AGOSTO DE LA CIUDAD DE GUAYAQUIL.
Fecha
2017-08
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UNIVERSIDAD DE GUAYAQUIL
Resumen
EL posicionamiento sirve para fortalecer la imagen de la marca, para llegar a esto se
debe cumplir con los deseos, necesidades, ofrecer productos y servicios innovadores que
atrapen al consumidor. En el siguiente proyecto tiene que ver con el posicionamiento y
merchandising del almacén “Laila”. El almacén “Laila” carece de reconocimiento en la
ciudad de Guayaquil, y es por la falla en la presentación del local, además, no mantiene un
claro grupo objetivo a quien dirigir su producto. El objetivo principal del negocio es ser
reconocido y así aumentar sus ventas, para esto se tuvo que definir al grupo objetivo donde
está dirigiendo los productos, se determinaron cuáles eran las falencias a nivel de
merchandising e identificar que estrategias se pueden aplicar y se investigó sobre la
satisfacción o descontento con la atención al usuario y la calidad de los zapatos. Para la
recolección de la información fue necesario acudir a los clientes del almacén. Se elaboró una
encuesta en donde se pudo conocer que los clientes consideran que la calidad del calzado que
vende el almacén “Laila” es excelente, también se logró percibir que el medio para dar a
conocer las promociones del almacén son las hojas volantes.
The positioning serves to strengthen the image of the brand, to achieve this must meet the wishes, needs, offer innovative products and services that catch the consumer. In the following project has to do with the positioning and merchandising of the store "Laila". The "Laila" warehouse lacks recognition in the city of Guayaquil, and is due to the failure to present the premises, besides, it does not maintain a clear target group to whom to direct its product. The main objective of the business is to be recognized and thus increase its sales, for this it was necessary to define the target group where it is directing the products, it was determined which were the failings in merchandising level and to identify which strategies can be applied and investigated on The satisfaction or dissatisfaction with the attention to the user and the quality of the shoes. For the collection of the information it was necessary to go to the customers of the warehouse. A survey was made in which it was possible to know that the customers consider that the quality of the footwear sold by the store "Laila" is excellent, it was also possible to perceive that the means to publicize the promotions of the store are the leaflets.
The positioning serves to strengthen the image of the brand, to achieve this must meet the wishes, needs, offer innovative products and services that catch the consumer. In the following project has to do with the positioning and merchandising of the store "Laila". The "Laila" warehouse lacks recognition in the city of Guayaquil, and is due to the failure to present the premises, besides, it does not maintain a clear target group to whom to direct its product. The main objective of the business is to be recognized and thus increase its sales, for this it was necessary to define the target group where it is directing the products, it was determined which were the failings in merchandising level and to identify which strategies can be applied and investigated on The satisfaction or dissatisfaction with the attention to the user and the quality of the shoes. For the collection of the information it was necessary to go to the customers of the warehouse. A survey was made in which it was possible to know that the customers consider that the quality of the footwear sold by the store "Laila" is excellent, it was also possible to perceive that the means to publicize the promotions of the store are the leaflets.
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Palabras clave
MERCHANDISING, POSICIONAMIENTO, ESTRATEGIAS, MARKETING, BENEFICIOS
Citación
APA