Marketing relacional y estrategias de diferenciación en el mercado Panadero y Pastelero, para el desarrollo del posicionamiento del negocio “PINKY PAN”
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Fecha
2021
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente proyecto de investigación se centra en diseñar estrategias de diferenciación enfocadas al marketing relacional para el negocio Pink y Pan, en lo cual permita alcanzar un posicionamiento en el sector de sauces IV y en el mercado Panadero y Pastelero. El primer capítulo desarrolla la problemática que presenta actualmente el negocio, y a su vez se establecen objetivos, los cuales permitan encontrar una posible solución al problema. En el marco teórico se relata la historia del negocio en sus comienzos, datos relevantes del presente trabajo, como significados del termino Marketing, sus tipos en los cuales se encuentra inmerso el Marketing Relacional, también se menciona las estrategias de diferenciación. Para ello se realizó un estudio de mercado, el cual consta con encuestas a clientes del local, y una breve entrevista al propietario. Para finalizar el trabajo se determina como propuestas crear estrategias de diferenciación entorno a la innovación e implementación de un marketing relacional entre negocio-cliente.
This research project focuses on designing differentiation strategies focused on relationship marketing for the Pinky Pan business, in order to achieve a positioning in the willow IV sector and in the bakery and pastry market. The first chapter develops the problems that the business currently presents, and in turn establishes objectives, which allow finding a possible solution to the problem. The theoretical framework describes the history of the business in its beginnings, relevant data of this work, such as meanings of the term Marketing, its types in which Relationship Marketing is immersed, and also mentions the differentiation strategies. For this purpose, a market study was conducted, which consists of surveys to customers of the store, and a brief interview with the owner. To conclude the work, it is determined as proposals to create differentiation strategies around innovation and implementation of relationship marketing between business-customer.
This research project focuses on designing differentiation strategies focused on relationship marketing for the Pinky Pan business, in order to achieve a positioning in the willow IV sector and in the bakery and pastry market. The first chapter develops the problems that the business currently presents, and in turn establishes objectives, which allow finding a possible solution to the problem. The theoretical framework describes the history of the business in its beginnings, relevant data of this work, such as meanings of the term Marketing, its types in which Relationship Marketing is immersed, and also mentions the differentiation strategies. For this purpose, a market study was conducted, which consists of surveys to customers of the store, and a brief interview with the owner. To conclude the work, it is determined as proposals to create differentiation strategies around innovation and implementation of relationship marketing between business-customer.
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MARKETING, ESTRATEGIA, POSICIONAMIENTO, MERCADO PANADERO
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