Diseño de estrategias de comunicación para el posicionamiento de la empresa ecuatoriana industrial termoval cia. ltda en la ciudad de Guayaquil
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Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El desarrollo del presente proyecto de tesis tiene como objetivo de diseñar estrategias de
comunicación para la empresa Ecuatoriana Industrial Termoval Cia Ltda La Empresa
Ecuatoriana Industrial en los últimos cinco años ha perdido participación en el mercado en la
ciudad de Guayaquil, debido a que no cuenta con una estrategia de comunicación que le ayude
a promocionar su gran variedad de productos, la calidad del servicio de post - venta,
ocasionando que la empresa pierda participacion en el mercado; lo mismo que conlleva a una
reducción de las ventas, disminuyendo el reconocimiento en la ciudad de Guayaquil, debido a
la carencia de comunicación, no se ha logrado mayor reconocimiento.
Para la investigación se tomó en cuenta una población de 830 empresas, que se ha segmentado
en la empresa Ecuatoriana Industrial como clientes actuales y potenciales por su historial de
compras desde el año 2016 hasta el 2018., se consideró una muestra de 173 personas para
recolectar información a través del método cuantitativo, específicamente la encuesta, a través
de la misma se logró identificar preferencias importantes del cliente como las promociones que
los atraen a comprar, los medios de comunicación, como mantenerse informado de los nuevos
productos. Por medio de estos resultados se determinó las estrategias de comunicación idóneas
para lograr equidad de marca, pues durante la investigación fue evidente la relación que existe
entre las estrategias de comunicación y el ser una empresa con equidad de marca en lo que
respecta a conseguir importantes niveles de venta, generar valor, reconocimiento de marca,
recordación de marca y posicionamiento, todo esto al mismo tiempo.
The development of the present thesis project has the objective of designing communication strategies for the company Ecuatoriana Industrial Termoval Cia Ltda The Ecuadorian Industrial Company in the last five years has lost market share in the city of Guayaquil, due to the fact that it does not have a communication strategy that helps you promote your wide variety of products, the quality of the after-sales service, causing the company to lose market share; The same thing that leads to a reduction in sales, decreasing the recognition in the city of Guayaquil, due to the lack of communication, has not achieved greater recognition. For the research, a population of 830 companies was taken into account, which has been segmented into the Ecuadorian Industrial company as current and potential clients due to its purchasing history from 2016 to 2018. A sample of 173 people was considered to collect information through the quantitative method, specifically the survey, through it was able to identify important customer preferences such as the promotions that attract them to buy, the media, how to stay informed of new products. By means of these results, the best communication strategies to achieve brand equity were determined, since during the investigation it was evident the relationship that exists between communication strategies and being a company with brand equity in terms of achieving important levels of sale, generate value, brand recognition, brand recall and positioning, all this at the same time.
The development of the present thesis project has the objective of designing communication strategies for the company Ecuatoriana Industrial Termoval Cia Ltda The Ecuadorian Industrial Company in the last five years has lost market share in the city of Guayaquil, due to the fact that it does not have a communication strategy that helps you promote your wide variety of products, the quality of the after-sales service, causing the company to lose market share; The same thing that leads to a reduction in sales, decreasing the recognition in the city of Guayaquil, due to the lack of communication, has not achieved greater recognition. For the research, a population of 830 companies was taken into account, which has been segmented into the Ecuadorian Industrial company as current and potential clients due to its purchasing history from 2016 to 2018. A sample of 173 people was considered to collect information through the quantitative method, specifically the survey, through it was able to identify important customer preferences such as the promotions that attract them to buy, the media, how to stay informed of new products. By means of these results, the best communication strategies to achieve brand equity were determined, since during the investigation it was evident the relationship that exists between communication strategies and being a company with brand equity in terms of achieving important levels of sale, generate value, brand recognition, brand recall and positioning, all this at the same time.
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COMUNICACIÓN, ESTRATEGIAS, MARCA, PROMOCIÓN