Desarrollo del plan estratégico para el posicionamiento de la marca de champiñones fruitworld en la Ciudad de Guayaquil, Manta y Machala
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Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El deseo de desarrollar un plan estratégico para recuperar el posicionamiento de la marca de
champiñones Fruitworld en las ciudades de Guayaquil, Manta y Machala es con el propósito de
enmendar fallas detectadas, lograr poder recuperar el posicionamiento de mercado en las
ciudades mencionadas. Para lo cual es necesario se pongan en marcha el plan de acción otorgado
y dar seguimiento del mismo. Para conocer la situación actual de la empresa se utilizó modelo de
investigación de campo y modelo cuantitativo, con una población total de 80 hoteles, por cada
ciudad se utilizó una muestra de 8 hoteles en Guayaquil, 4 hoteles en Manta y 4 hoteles en
Machala, dando una muestra total de 16 Hoteles. Las técnicas de investigación aplicadas son
encuestas y entrevistas realizadas a los jefes de compras de alimentos y bebidas de los hoteles
que preparan comida gourmet, como resultado obtuvimos la aceptación para recuperación de
mercado, sugerencias para poner en marcha en el proyecto de posicionamiento del mercado. Para
alcanzar el objetivo general del proyecto se propone una misión y visión en que la empresa
Fruitworld conozca la dirección que debe alcanzar , además ser realizo un análisis FODA de la
organización para poder crear una ventaja competitiva frente a la competencia , además del plan
estratégico para el posicionamiento de la marca en las ciudades de Guayaquil, Manta y Machala,
para poder obtener la fidelización de los actuales clientes , posibles clientes potenciales logrando
satisfacer sus requerimientos , para posesionarse como un empresa líder en la producción y
comercialización de champiñones .
The desire to develop a strategic plan to recover the positioning of the brand of Fruitworld mushrooms in the cities of Guayaquil, Manta and Machala is in order to amend detected flaws, to be able to recover market positioning in the cities mentioned. This is necessary to implement the action plan and follow up. To know the current situation of the company we used a field research model and descriptive model, with a population of 80 hotels, for each city we used a sample of 8 hotels in Guayaquil, 4 hotels in Manta and 4 hotels in Machala, giving A total sample of 16 Hotels The applied research techniques are surveys and interviews conducted to the food and beverage purchasing managers of the hotels that prepare gourmet food, as a result we obtained the acceptance for market recovery, suggestions to start up in the market positioning project. In order to achieve the overall objective of the project, a mission and vision is proposed in which the company Fruitworld knows the direction to be reached, in addition to being a SWOT analysis of the organization in order to create a competitive advantage against the competition, in addition to the strategic plan for The positioning of the brand in the cities of Guayaquil, Manta and Machala, in order to be able to obtain the loyalty of the current customers, potential customers to meet their requirements, to become a leading company in the production and marketing of mushrooms.
The desire to develop a strategic plan to recover the positioning of the brand of Fruitworld mushrooms in the cities of Guayaquil, Manta and Machala is in order to amend detected flaws, to be able to recover market positioning in the cities mentioned. This is necessary to implement the action plan and follow up. To know the current situation of the company we used a field research model and descriptive model, with a population of 80 hotels, for each city we used a sample of 8 hotels in Guayaquil, 4 hotels in Manta and 4 hotels in Machala, giving A total sample of 16 Hotels The applied research techniques are surveys and interviews conducted to the food and beverage purchasing managers of the hotels that prepare gourmet food, as a result we obtained the acceptance for market recovery, suggestions to start up in the market positioning project. In order to achieve the overall objective of the project, a mission and vision is proposed in which the company Fruitworld knows the direction to be reached, in addition to being a SWOT analysis of the organization in order to create a competitive advantage against the competition, in addition to the strategic plan for The positioning of the brand in the cities of Guayaquil, Manta and Machala, in order to be able to obtain the loyalty of the current customers, potential customers to meet their requirements, to become a leading company in the production and marketing of mushrooms.
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ATENCIÓN AL CLIENTE, MERCADO, DEBILIDADES, PLAN ESTRATÉGICO