Planificación comercial para incrementar el posicionamiento de marca de la empresa Solquim s.a en Guayaquil
No hay miniatura disponible
Fecha
2021
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
El presente estudio de caso fue realizado a la empresa Solquim S.A., la cual fue fundada en el periodo del 2000 en la ciudad de Guayaquil, dedicada a la elaboración de productos químicos y a la fabricación de insumos de limpieza. Actualmente, esta entidad ha optado por emplear estrategias basadas en la planificación comercial con el propósito de lograr incrementar el posicionamiento de marca de la empresa. Esto sin duda alguna llegaría a convertirse en un aumento en la demanda de estos productos que realiza Solquim. Sin embargo, para lograr este propósito, fue necesario realizar un estudio descriptivo donde se pudo obtener información concerniente a los hábitos de consumo que tienen los clientes. Además, se compiló datos a través de la encuesta (clientes externos) y entrevista (representante de la organización), lo cual fue de gran ayuda para este trabajo investigativo, porque se pudo conocer de forma más clara y exacta la condición actual de Solquim S.A. y a su vez cuáles serían las alternativas más adecuadas para este plan de solución. Ante ello, se definió un plan comercial en el cual se detallan una serie de estrategias orientadas para lograr un posicionamiento de marca en la empresa.
This case study was conducted at Solquim S.A., a company founded in 2000 in the city of Guayaquil, dedicated to the manufacture of chemical products and cleaning supplies. Currently, this entity has chosen to employ strategies based on commercial planning in order to increase the brand positioning of the company. This would undoubtedly lead to an increase in the demand for Solquim's products. However, in order to achieve this purpose, it was necessary to carry out a descriptive study where it was possible to obtain information concerning the consumption habits of the customers. In addition, data was compiled through the survey (external customers) and interview (representative of the organization), which was of great help for this research work, because it was possible to know more clearly and accurately the current condition of Solquim S.A. and in turn what would be the most appropriate alternatives for this solution plan. In view of this, a commercial plan was defined in which a series of strategies oriented to achieve a brand positioning in the company are detailed.
This case study was conducted at Solquim S.A., a company founded in 2000 in the city of Guayaquil, dedicated to the manufacture of chemical products and cleaning supplies. Currently, this entity has chosen to employ strategies based on commercial planning in order to increase the brand positioning of the company. This would undoubtedly lead to an increase in the demand for Solquim's products. However, in order to achieve this purpose, it was necessary to carry out a descriptive study where it was possible to obtain information concerning the consumption habits of the customers. In addition, data was compiled through the survey (external customers) and interview (representative of the organization), which was of great help for this research work, because it was possible to know more clearly and accurately the current condition of Solquim S.A. and in turn what would be the most appropriate alternatives for this solution plan. In view of this, a commercial plan was defined in which a series of strategies oriented to achieve a brand positioning in the company are detailed.
Descripción
pdf
Palabras clave
PLAN ESTRATÉGICO COMERCIAL, , BRANDING, POSICIONAMIENTO DE MARCA, PSICOLOGÍA DEL CONSUMIDOR
Citación
APA