Elaboración de un plan estratégico para el posicionamiento de la marca de detergente "Benjamins" en el sur de la ciudad de Guayaquil”
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Actualmente Ecuador cuenta con un índice de espíritu emprendedor muy alto pero debido a la poca experiencia de las personas a la hora de crear un negocio o una empresa, estas en su mayoría quiebran en un lapso de 3 años. Para permanecer en el mundo de los negocios es necesario y muy útil contar con una estructura que defina el modelo de negocio que se va a establecer iniciando desde mis objetivos y metas para que de esta manera se pueda tener una visión.
En el presente proyecto se muestra la importancia de contar con un plan de negocio elaborando todos los pasos necesarios para que una marca pueda lograr una introducción en el mercado. Contando con un plan de negocio bien estructurado la empresa busca comercializar un detergente líquido dirigido al canal tradicional ya que este tipo de producto no se lo encuentra en dicho canal con mayor frecuencia. Es por esto que la estrategia consiste en posicionar el producto dentro de las tiendas en el sur de la ciudad de Guayaquil, ya que se ha podido identificar por medios de un análisis de encuestas que sí existe el interés de usar este tipo de detergente. Es necesario mencionar que la marca Benjamins cuenta con todas las condiciones y características para lograr un posicionamiento y aceptación brindando no solo excelente calidad, sino que también ahorro ya que el detergente liquido tiende a rendir mucho más que las presentaciones en polvo.
Ecuador currently has a very high entrepreneurial spirit but due to the little experience of people when creating a business or a company, these mostly break in a lapse of 3 years. To remain in the business world, it is necessary and very useful to have a structure that defines the business model that is going to be established starting from my goals and goals so that in this way you can have a vision. This project shows the importance of having a business plan by developing all the steps necessary for a brand to achieve an introduction in the market. With a well-structured business plan, the company seeks to commercialize a liquid detergent directed to the traditional channel since this type of product is not found in said channel with greater frequency. This is why the strategy is to position the product inside the stores in the south of the city of Guayaquil, since it has been possible to identify by means of a survey analysis that there is interest in using this type of detergent. It is necessary to mention that the Benjamins brand has all the conditions and characteristics to achieve a positioning and acceptance offering not only excellent quality, but also saving because the liquid detergent tends to yield much more than powdered presentations.
Ecuador currently has a very high entrepreneurial spirit but due to the little experience of people when creating a business or a company, these mostly break in a lapse of 3 years. To remain in the business world, it is necessary and very useful to have a structure that defines the business model that is going to be established starting from my goals and goals so that in this way you can have a vision. This project shows the importance of having a business plan by developing all the steps necessary for a brand to achieve an introduction in the market. With a well-structured business plan, the company seeks to commercialize a liquid detergent directed to the traditional channel since this type of product is not found in said channel with greater frequency. This is why the strategy is to position the product inside the stores in the south of the city of Guayaquil, since it has been possible to identify by means of a survey analysis that there is interest in using this type of detergent. It is necessary to mention that the Benjamins brand has all the conditions and characteristics to achieve a positioning and acceptance offering not only excellent quality, but also saving because the liquid detergent tends to yield much more than powdered presentations.
Descripción
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PLAN DE NEGOCIOS, INTRODUCCIÓN DE MARCA, POSICIONAMIENTO, ANÁLISIS DEL CANAL TRADICIONAL