Gestión de marketing para el posicionamiento de la revista "Ecuador 2000".
Archivos
Fecha
2004-11-05
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil. Facultad de Ingeniería Industrial. Carrera de Ingeniería Industrial.
Resumen
Hoy en día la competitividad en un mundo globalizado es la única alternativa para la supervivencia de cualquier negocio, necesidad por la cual se ha desarrollado en el presente trabajo, la investigación exhaustiva de cuáles podrían ser los posibles escenarios en el que se encontraría inmerso Grupo Grugraf S.A. con su producto, la revista “Ecuador 2000” que es objeto del estudio, siendo su premisa mantener informado a los compatriotas que se encuentra en Estados Unidos y España; teniendo ahora el reto de posicionar el producto en el mercado ecuatoriano.
Mediante el análisis de la Cadena de Valor se logró identificar los problemas internos de la empresa así como el costo de cada una de las actividades del proceso de elaboración del producto, en cambio para la situación externa, se obtuvo un criterio mediante el análisis de las cinco fuerzas de Porter y las tendencias del macro entorno. Una herramienta útil fue el análisis F.O.D.A. con la cual se condensaron las diferentes circunstancias que hacen que el producto no sea comercializado en nuestro medio.
Como el principal problema se determinó, la falta del posicionamiento de la revista “Ecuador 2000” en el mercado ecuatoriano, para conocer los requerimientos y tendencias de los clientes potenciales se procedió a realizar el estudio del mercado; además se estableció la demanda insatisfecha para saber a que porcentaje de esas personas se atenderá con el producto en mención.
En el análisis económico se llegó a la conclusión que la propuesta que se pone a consideración es viable y con lo cual los directivos de la empresa podrán llevar a su producto a lugares de expectativa en el ámbito informativo de nuestro país.
Today competitiveness in a globalized world is the only alternative to the survival of any business need for which has been developed in the present work, the thorough investigation of what could be the possible scenarios in which you would find immersed Grugraf Group SA with your product, the magazine "Ecuador 2000" which is the subject of the study, its premise being kept informed compatriots found in the United States and Spain; now taking the challenge of positioning the product in the Ecuadorian market. By analyzing the value chain is I was able to identify the internal problems of the company and the cost of each of the activities in the process of making the product, in contrast to the external situation, a criterion was obtained by analyzing the Porter's five forces and trends in the macro environment. A useful tool was analysis F.O.D.A. with which the different circumstances that make the product is not marketed in our condensed. As the main problem is determined, the lack of positioning of the magazine "Ecuador 2000" in the Ecuadorian market, to meet the requirements and trends of potential customers proceeded to perform market research; unmet demand for well know what percentage of those people will be met with the product in question was established. In the economic analysis was concluded that the proposal is submitted on feasible and which the directors of the company may take your product to local expectations in the information area of our country.
Today competitiveness in a globalized world is the only alternative to the survival of any business need for which has been developed in the present work, the thorough investigation of what could be the possible scenarios in which you would find immersed Grugraf Group SA with your product, the magazine "Ecuador 2000" which is the subject of the study, its premise being kept informed compatriots found in the United States and Spain; now taking the challenge of positioning the product in the Ecuadorian market. By analyzing the value chain is I was able to identify the internal problems of the company and the cost of each of the activities in the process of making the product, in contrast to the external situation, a criterion was obtained by analyzing the Porter's five forces and trends in the macro environment. A useful tool was analysis F.O.D.A. with which the different circumstances that make the product is not marketed in our condensed. As the main problem is determined, the lack of positioning of the magazine "Ecuador 2000" in the Ecuadorian market, to meet the requirements and trends of potential customers proceeded to perform market research; unmet demand for well know what percentage of those people will be met with the product in question was established. In the economic analysis was concluded that the proposal is submitted on feasible and which the directors of the company may take your product to local expectations in the information area of our country.
Descripción
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Palabras clave
GESTIÓN DE LA COMPETITIVIDAD, MARKETING, EQUIPOS DE IMPRESIÓN, COMUNICACIÓN Y OBSERVACIÓN