Análisis de estrategías para el posicionamiento de hamburguesas de mariscos, marca "Burgger King", Restaurante vía a la Costa de Guayaquil
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Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Este proyecto de investigación presenta estrategias de marketing integral para el desarrollo de la marca Burger King, para lo cual se realizó un estudio en este negocio, mediante las diferentes técnicas de investigación utilizadas, la técnicas de investigación proporcionaron datos valiosos como que las personas desean variedad de productos y que una buena opción es hamburguesas de mariscos, en especial de cangrejos y que la gran mayoría de las personas desean ser informados por redes sociales, por lo tanto en un mercado competitivo los clientes buscan un servicio especializado y garantizado con un precio justo en relación al mercado meta. Otro de los análisis que se realizó fue en base a qué posición desean obtener en el mundo comercial, para ello se estudió la situación actual del mismo y el alcance de su marketing mix que ayude a su posicionamiento efectivo logrando lealtad y fidelización de los clientes, generando el crecimiento del negocio y el mejoramiento de la economía del país.
This research project presents comprehensive marketing strategies for the development of the Burger King brand, for which a study was conducted in this business, using the different research techniques used, the research techniques provided valuable data as people want variety Of products and that a good option is seafood burgers, especially crabs and that the vast majority of people wish to be informed by social networks, therefore in a competitive market customers are looking for a specialized service and guaranteed with a fair price In relation to the target market. Another analysis was based on what position they wish to obtain in the commercial world, for it was studied the current situation of the same and the scope of their marketing mix that helps their effective positioning achieving customer loyalty and loyalty, Generating the growth of the business and the improvement of the economy of the country.
This research project presents comprehensive marketing strategies for the development of the Burger King brand, for which a study was conducted in this business, using the different research techniques used, the research techniques provided valuable data as people want variety Of products and that a good option is seafood burgers, especially crabs and that the vast majority of people wish to be informed by social networks, therefore in a competitive market customers are looking for a specialized service and guaranteed with a fair price In relation to the target market. Another analysis was based on what position they wish to obtain in the commercial world, for it was studied the current situation of the same and the scope of their marketing mix that helps their effective positioning achieving customer loyalty and loyalty, Generating the growth of the business and the improvement of the economy of the country.
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ESTRATEGÍAS, MARKETING, POSICIONAMIENTO, MARKETING MIX