Estrategias de marketing para la promoción y posicionamiento de la empresa AC artesanías en la ciudad de Guayaquil, 2017
Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Considerando que las artesanías ecuatorianas tiene gran valor cultural para el país el presente trabajo tiene como objetivo establecer estrategias de marketing para promocionar y posicionar los productos artesanales personalizados hechos en porcelana fría de AC Artesanías, donde se da a conocer las acciones necesarias para promocionar los diseños originales elaborados manualmente con el ingenio y creatividad de la autora, utilizando como materia prima productos orgánicos no tradicionales lo que permite promocionar el talento artístico manufacturero de los ecuatorianos e incentivar la capacidad productiva del país.
El empleo de la porcelana fría en la elaboración de artesanías permite ser competitivo y mantener viva la tradición ceramista del país, brindando una alternativa ecológica y de calidad en la elaboración de trabajos artísticos manuales, la masa flexible de color blanquecino a base de maicena y pegamento blanco, permite tener innovación y versatilidad en cuanto a diseños, colores, tamaño y acabados factores que se ven influenciados por tendencias internacionales provenientes de países especializados en materia de porcelanicrón como Brasil, Argentina, Colombia, Estados Unidos y países Asiáticos . El proyecto cuenta con la preparación teórica en temas como: estrategias comerciales, posicionamiento y marketing, que sirven como fundamento para el desarrollo de los factores que contribuyen al crecimiento, comunicación y posicionamiento de los productos ofrecidos.
Ecuadorian handicrafts has great cultural value for the country, the present project has as objective to establish marketing strategies to promote and position the handmade products made in cold porcelain of "AC Artesanías", it communicates necessary activities to promotion the designs elaborated manually with the creativity, using non-traditional organic products as raw material, which allows to promote the artistic talent of Ecuadorians and to stimulate the productive capacity of the country. The use of cold porcelain in the production of handicrafts makes it possible to be competitive and keep alive the ceramics tradition in the country, providing an ecological and quality alternative to produce manual artistic works, the whitish flexible mass based on cornstarch and glue White, allows innovation and versatility in terms of designs, colors, size and finish factors that are influenced by international trends from specialized countries in porcelain products such as Brazil, Argentina, Colombia, the United States and Asian countries. The project has the theoretical preparation in topics such as: commercial strategies, positioning and marketing, which serve as a basis for the development of the factors that contribute to the growth, communication and positioning of the products offered.
Ecuadorian handicrafts has great cultural value for the country, the present project has as objective to establish marketing strategies to promote and position the handmade products made in cold porcelain of "AC Artesanías", it communicates necessary activities to promotion the designs elaborated manually with the creativity, using non-traditional organic products as raw material, which allows to promote the artistic talent of Ecuadorians and to stimulate the productive capacity of the country. The use of cold porcelain in the production of handicrafts makes it possible to be competitive and keep alive the ceramics tradition in the country, providing an ecological and quality alternative to produce manual artistic works, the whitish flexible mass based on cornstarch and glue White, allows innovation and versatility in terms of designs, colors, size and finish factors that are influenced by international trends from specialized countries in porcelain products such as Brazil, Argentina, Colombia, the United States and Asian countries. The project has the theoretical preparation in topics such as: commercial strategies, positioning and marketing, which serve as a basis for the development of the factors that contribute to the growth, communication and positioning of the products offered.
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ESTRATEGIAS DE MARKETING, POSICIONAMIENTO, PROMOCIÓN, ARTESANÍAS