Desarrollo de mercado para la marca Chris Surf de accesorios playeros en las zonas costera del Ecuador
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2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La investigación se realizó para el estudio de mercado que permita establecer estrategias de comunicación y promoción para la marca Chris Surf de zonas costera, en base a la problemática asociada a la falta de estrategias de marketing que ayude a generar un reconocimiento en los tipos de segmento de mercado, generando así mejores resultados en función a los objetivos planteados para la investigación. Se procedió a la elaboración del marco teórico en base a las variables para establecer la importancia de las estrategias de comunicación y promoción, mercado de consumo, redes sociales, entre otros criterios que se sustentaron en base a citas bibliográficas. Luego se estableció la metodología del estudio bajo un enfoque cuantitativo, mediante una modalidad de campo para el desarrollo de una encuesta conformada por 18 preguntas realizadas a una muestra de 400 personas que forman parte de la parroquia Tarqui, cantón Guayaquil, donde los resultados permitieron identificar las estrategias de comunicación y promoción idóneas para el levantamiento de información que fue en base a redes sociales, sitios web, incentivos, imagen corporativa, entre otros; poniendo en práctica esta información nos permitirá tener fuertes recursos financieros y una mejor posición competitiva frente a competidores y así ampliar el mercado Local e influir en el mercado Nacional.
The research was carried out for the market study that allows establishing communication and promotion strategies for the Chris Surf brand of coastal areas, based on the problems associated with the lack of marketing strategies that help generate recognition in the types of segment market, thus generating better results based on the objectives set for research. The theoretical framework was elaborated based on the variables to establish the importance of communication and promotion strategies, consumer market, social networks, among other criteria that were based on bibliographic citations. Then the study methodology was established under a quantitative approach, through a field modality for the development of a survey consisting of 18 questions asked to a sample of 400 people who are part of the Tarqui parish, Guayaquil canton, where the results allowed to identify communication and promotion strategies suitable for the collection of information that was based on social networks, websites, incentives, corporate image, among others; Putting this information into practice will allow us to have strong financial resources and a better competitive position vis-à-vis competitors and thus expand the Local market and influence the National market.
The research was carried out for the market study that allows establishing communication and promotion strategies for the Chris Surf brand of coastal areas, based on the problems associated with the lack of marketing strategies that help generate recognition in the types of segment market, thus generating better results based on the objectives set for research. The theoretical framework was elaborated based on the variables to establish the importance of communication and promotion strategies, consumer market, social networks, among other criteria that were based on bibliographic citations. Then the study methodology was established under a quantitative approach, through a field modality for the development of a survey consisting of 18 questions asked to a sample of 400 people who are part of the Tarqui parish, Guayaquil canton, where the results allowed to identify communication and promotion strategies suitable for the collection of information that was based on social networks, websites, incentives, corporate image, among others; Putting this information into practice will allow us to have strong financial resources and a better competitive position vis-à-vis competitors and thus expand the Local market and influence the National market.
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ESTRATEGIAS DE COMUNICACIÓN, PROMOCION, MARCA