Diseño de estrategias mercadológicas no tradicionales para las pymes de calzado. Caso Carry On, AÑO 2019
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Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Carry On es una empresa ecuatoriana dedicada a elaborar y comercializar una variedad de calzado
tales como: alpargatas, deportivos, plataformas, casuales; perteneciendo al mercado de calzado
que mantuvo un crecimiento de 23% en 2017. En Ecuador, la industria de calzado no cubre con
la demanda interna del mercado, abasteciendo alrededor del 70%, en un mercado
competitivamente creciente, las empresas desde su inicio deberán establecer una marca rentable y
sostenible trabajando con las ventajas que presente. La implementación de una correcta estrategia
de marketing dependerá del resultado que desee obtener la empresa al momento de realizar sus
objetivos organizacionales. Por ello, el desafío del mercado se encuentra en fortalecer la industria
nacional de calzado destacando las ventajas que mantienen los microempresarios al conocer las
mejoras del sector. Se desarrollará estrategias de marketing no tradicional que aporten
fortalecimiento a la marca de calzado Carry On, mejorando la presencia de pyme de calzado en el
mercado ecuatoriano, dado que al ser una microempresa, no cuenta con el capital necesario para
invertir en una propuesta publicitaria en medios de alta audiencia como son: la televisión, radio,
revistas, entre otros.
Carry On is an Ecuadorian company dedicated to develop and market a variety of footwear such as: espadrilles, sports shoes, platforms, casual shoes; belonging to the footwear market that maintained a growth of 23% in 2017. In Ecuador, the footwear industry does not cover the internal market demand, supplying around 70%, in a competitive market, companies must start from the beginning a profitable and sustainable brand working with the advantages it presents. The implementation of a correct marketing strategy will depend on the result that the company wishes to obtain when carrying out its organizational objectives. Therefore, the challenge of the market lies in strengthening the national footwear industry, highlighting the advantages that micro entrepreneurs maintain when they learn about improvements in the sector. Non-traditional marketing strategies will be developed to strengthen the Carry On footwear brand, improving the presence of footwear SMEs in the Ecuadorian market, given that being a microenterprise, it does not have the necessary capital to invest in an advertising proposal in high audience media such as television, radio, magazines, among others.
Carry On is an Ecuadorian company dedicated to develop and market a variety of footwear such as: espadrilles, sports shoes, platforms, casual shoes; belonging to the footwear market that maintained a growth of 23% in 2017. In Ecuador, the footwear industry does not cover the internal market demand, supplying around 70%, in a competitive market, companies must start from the beginning a profitable and sustainable brand working with the advantages it presents. The implementation of a correct marketing strategy will depend on the result that the company wishes to obtain when carrying out its organizational objectives. Therefore, the challenge of the market lies in strengthening the national footwear industry, highlighting the advantages that micro entrepreneurs maintain when they learn about improvements in the sector. Non-traditional marketing strategies will be developed to strengthen the Carry On footwear brand, improving the presence of footwear SMEs in the Ecuadorian market, given that being a microenterprise, it does not have the necessary capital to invest in an advertising proposal in high audience media such as television, radio, magazines, among others.
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Palabras clave
MARKETING NO TRADICIONAL, CALZADO, INDUSTRIA, FORTALECIMIENTO DE MARCA