Diseño de estrategias de marketing comunicacional para el posicionamiento de la empresa Iidercompany s.a a nivel nacional año 2021
Fecha
2021
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
En el presente trabajo de titulación se diseñaron estrategias de marketing comunicacional para
alcanzar un posicionamiento y mejoramiento en la comunicación de la empresa Lidercompany
S.A, su actividad económica se encuentra dentro del sector agroforestal dedicada a la
comercialización de productos como fumigadoras manuales y motor, herramientas de podas,
accesorios y repuestos entre otros. A pesar de su trayectoria, Lidercompany no ha obtenido un
reconocimiento en el mercado, para ello se realizó una investigación cuantitativa y cualitativo
a los clientes actuales de la empresa por medio de un análisis descriptivo utilizando encuestas
y entrevista para recopilar y analizar información de los factores que influyen en la falta de
comunicación empresa – cliente.
Se realizó un análisis de sus preferencias, gustos, medios de comunicación que utilizan al
momento de adquirir algún producto de dicho sector. Para el desarrollo de la investigación se
escogió una muestra de 384 clientes actuales y potenciales de distintas regiones del país Costa,
Sierra, Oriente e Insular, las cuales permiten conocer los medios por el cual se van aplicar las
estrategias esperando aportar de manera significativa a que la empresa sea reconocida a nivel
nacional manteniendo un contacto más directo con el consumidor.
The present research work aims to design communication marketing strategies to achieve a positioning and improvement in the communication of the company Lidercompany S.A, its economic activity is within the agroforestry sector marketing a line of products such as manual fumigators and motor, pruning tools, accessories and spare parts among others. Despite its trajectory it has not obtained recognition in the market, for this a quantitative research was carried out to the current clients of the company through a descriptive analysis using survey, interview to collect and analyze information of the factors influence the lack of communication company - client. An analysis was made of their preferences, tastes, means of communication that they use when acquiring a product of this sector. For the development of the research, a sample of 384 current and potential clients from different regions of the Costa, Sierra, Oriente and Insular country was chosen, which allow us to know the means by which the strategies will be applied, hoping to contribute significantly to the company being recognized nationally maintaining a more direct contact with the consumer.
The present research work aims to design communication marketing strategies to achieve a positioning and improvement in the communication of the company Lidercompany S.A, its economic activity is within the agroforestry sector marketing a line of products such as manual fumigators and motor, pruning tools, accessories and spare parts among others. Despite its trajectory it has not obtained recognition in the market, for this a quantitative research was carried out to the current clients of the company through a descriptive analysis using survey, interview to collect and analyze information of the factors influence the lack of communication company - client. An analysis was made of their preferences, tastes, means of communication that they use when acquiring a product of this sector. For the development of the research, a sample of 384 current and potential clients from different regions of the Costa, Sierra, Oriente and Insular country was chosen, which allow us to know the means by which the strategies will be applied, hoping to contribute significantly to the company being recognized nationally maintaining a more direct contact with the consumer.
Descripción
pdf
Palabras clave
ESTRATEGIAS DE MARKETING, COMUNICACIÓN, POSICIONAMIENTO, AGROFORESTERIA, LIDERCOMPANY, MAQUINARIAS, ACCESORIOS
Citación
APA