Diseño de un plan de branding para la óptica Optisol en la ciudad de Guayaquil año 2021
Fecha
2021
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Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
Optisol es una empresa ecuatoriana unipersonal que se dedica a la comercialización de bienes y servicios ópticos, cuenta con una trayectoria de 30 años en el mercado brindando atención profesional proporcionando un excelente servicio al cliente.
El presente trabajo de titulación se realizó con el objetivo de diseñar un plan de Branding especificando los apectos teóricos del Branding, determinando las condiciones actuales del mercado optométrico de la ciudad de Guayaquil con el fin implementar una plan de Branding que permita a la empresa posicionarse en el mercado de las ópticas teniendo en consideración las percepciones y opiniones de los consumidores de productos optométricos.
El problema radica en que la óptica Optisol no cuenta con estrategias de Branding que le ayuden a posicionarse en el mercado y sus clientes no logran conectarse con la marca, por lo que la presente investigación utilizó una metodología mixta considerando los modelos cuantitativo y cualitativo teniendo como resultado información valiosa recopilada por encuestados y entrevistados.
Optisol is a Ecuadorian company that is dedicated to the commercialization of optical goods and services, has a 30-year history in the market providing professional attention providing excellent customer service. The present degree work was carried out with the objective of designing a Branding plan specifying the theoretical aspects of Branding, determining the current conditions of the optometric market of the city of Guayaquil in order to implement a Branding plan that allows the company to position itself in the optical market taking into account the perceptions and opinions of consumers of optometric products. The problem lies in the fact that Optisol optics does not have Branding strategies that help it to position itself in the market and its clients cannot connect with the brand, so this research used a mixed methodology considering the quantitative and qualitative models taking as result valuable information collected by respondents and interviewees.
Optisol is a Ecuadorian company that is dedicated to the commercialization of optical goods and services, has a 30-year history in the market providing professional attention providing excellent customer service. The present degree work was carried out with the objective of designing a Branding plan specifying the theoretical aspects of Branding, determining the current conditions of the optometric market of the city of Guayaquil in order to implement a Branding plan that allows the company to position itself in the optical market taking into account the perceptions and opinions of consumers of optometric products. The problem lies in the fact that Optisol optics does not have Branding strategies that help it to position itself in the market and its clients cannot connect with the brand, so this research used a mixed methodology considering the quantitative and qualitative models taking as result valuable information collected by respondents and interviewees.
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Palabras clave
BRANDING, OPTICA, ESTRATEGIA, GUAYAQUIL
Citación
APA