Incidencia de las estrategias de marketing para posicionar el producto vitaminas funcionales C-SA de la empresa Farmayala S.A. en la Ciudad de Guayaquil.
Fecha
2017
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El trabajo de titulación desarrolló “Estrategias de Marketing para posicionar el producto vitaminas funcionales C-SA de la Empresa Farmayala S.A. en la ciudad de Guayaquil”. Farmayala S.A. es una empresa guayaquileña con 58 años de experiencia, que desenvuelve sus actividades en la industria farmacéutica en el desarrollo, producción y comercialización de medicamentos de prescripción al cuidado de la salud humana. Farmayala S.A. ha creado una variedad de productos en diferentes líneas tales como analgésicos y antinflamatorios, antibióticos, digestivos, respiratorios y suplementos vitamínicos; en esta última línea desarrolló la vitamina funcional C-SA, la cual a pesar del esfuerzo que ha efectuado la compañía para su desarrollo no ha logrado tener una cuota importante en las ventas, su comercialización y distribución a llegado al punto que solo se lo realiza en las instituciones hospitalarias. El presente trabajo toma gran importancia, debido a que se buscará fundamentar de manera teórica las estrategias de marketing que permitan posicionar el producto vitaminas funcionales C-SA y de esta manera poder captar nuevos clientes. Para cumplir el objetivo principal del trabajo, se realiza una investigación descriptiva, a fin de conocer cuál es la situación actual del producto vitaminas funcionales C-SA, como herramienta de investigación se utilizó la técnica de la encuesta, cuyo cuestionario se diseñó con preguntas que permitan conocer el comportamiento de las variables independiente y dependiente motivos de la investigación. Con los resultados de la encuesta, se efectúa un análisis de las preguntas planteadas, con la finalidad de sustentar la propuesta de las estrategias de marketing, y finalmente llegar a conclusiones y recomendaciones.
This paper of titulación developed "Strategies of Marketing to position the functional vitamins product C-SA of the Company Farmayala S.A. In the city of Guayaquil ". Farmayala S.A. is a company with 58 years of experience, which develops its activities in the pharmaceutical industry in the development, production and commercialization of prescription medicine to the care of human health. Farmayala S.A. has created a variety of products on different lines such as analgesics and anti-inflammatories, antibiotics, digestive, respiratory and vitamin supplements; in this last line it was the functional vitamin C-SA, which in spite of the effort that the company has done for development, it has not managed to have a significant quota in sales, its commercialization and distribution has come to the point to be that only it is realized in hospital. The present work takes great importance, because it will seek to base theoretically the marketing strategies that allow the positioning of the functional vitamins C-SA product and in this way to attract new customers. In order to meet the main objective of the study, a descriptive research was carried out to know the current situation of the functional vitamins C-SA product. As a research tool; the survey technique was used, whose questionnaire was designed with questions that allow to know the behavior of independent and dependent research motifs. With the results of the survey, an analysis of the questions is made, with the purpose of sustaining the proposal of the marketing strategies, and finally reaching conclusions and recommendations.
This paper of titulación developed "Strategies of Marketing to position the functional vitamins product C-SA of the Company Farmayala S.A. In the city of Guayaquil ". Farmayala S.A. is a company with 58 years of experience, which develops its activities in the pharmaceutical industry in the development, production and commercialization of prescription medicine to the care of human health. Farmayala S.A. has created a variety of products on different lines such as analgesics and anti-inflammatories, antibiotics, digestive, respiratory and vitamin supplements; in this last line it was the functional vitamin C-SA, which in spite of the effort that the company has done for development, it has not managed to have a significant quota in sales, its commercialization and distribution has come to the point to be that only it is realized in hospital. The present work takes great importance, because it will seek to base theoretically the marketing strategies that allow the positioning of the functional vitamins C-SA product and in this way to attract new customers. In order to meet the main objective of the study, a descriptive research was carried out to know the current situation of the functional vitamins C-SA product. As a research tool; the survey technique was used, whose questionnaire was designed with questions that allow to know the behavior of independent and dependent research motifs. With the results of the survey, an analysis of the questions is made, with the purpose of sustaining the proposal of the marketing strategies, and finally reaching conclusions and recommendations.
Descripción
Palabras clave
MARKETING, ESTRATEGIAS DE MARKETING, POSICONAMIENTO, COMSUMIDOR