Creación de un Centro de Diseño e Impresión Digital en la Ciudad de Babahoyo.
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Fecha
2013-08-26
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Universidad de Guayaquil. Facultad de Comunicación Social. Carrera de Publicidad y Mercadotecnia
Resumen
El mercado de diseño e impresión digital en general ha
experimentado en los últimos años un crecimiento acelerado. Sin
embargo en los últimos tiempos ha presentado un cuadro de
madurez, a pesar de la continua expansión de propuestas. Sólo los que consiguen renovarse continuamente y satisfacer las
necesidades de los consumidores son quienes logran permanecer en el mercado. La amplia diversificación hace que las ofertas sean cada vez más originales, pero sus ciclos de vida son demasiados cortos. Esta idea surge de la apreciación de un nicho insatisfecho, aquel que busca un centro de diseño e impresión digital diferenciado y que al mismo tiempo lo coloque en contacto con otro espacio a lo que normalmente no se accede con facilidad. Así nace "FULL PRINT", una empresa que apunta a un espacio específico: "Diseño e Impresión Digital". Encontramos amplio atractivo en este tema, ya que es muy rico en su variedad, sus usos, colores, formas, diseños, orientados más bien a los complementos necesarios para una imagen empresarial o publicidad en general. "FULL PRINT" posee una propuesta diferente, destinada a un público específico, siempre atendiendo sus necesidades con una actitud de servicio única y de calidad. Por esta razón decidimos que nuestro negocio sea un lugar que atienda directamente las necesidades y requerimientos de los potenciales clientes sin necesidad de intermediarios. Por estas razones decidimos que nuestra empresa se instale en la zona norte de la ciudad de Babahoyo, cerca de la zona comercial y de negocios ya que hasta el momento no hay ninguna propuesta similar a la nuestra.
El mayor desafío sin dudas lo constituye el hecho de que los
ciclos de vida de este tipo de negocios son muy cortos, pero
consideramos que si no los posicionamos hacia la satisfacción de las necesidades de nuestros clientes y a la mejora continua podremos lograr superar este obstáculo estableciendo “FULL PRINT" como un centro de diseño e impresión digital que ha desembarcado en Babahoyo, acaparando las preferencias de los consumidores y que no tiene intenciones de marcharse.
Nuestra estrategia será la de liderazgo enfocada a diferenciación ya que no creemos que enfocar al liderazgo en costos sea lo más apropiado para el tipo de proyecto que estamos llevando adelante ya que el cliente busca sobre todo buenos productos en
cuanto a diseño e impresión digital y que está dispuesto a pagar
más por ellos si consideran que lo valen. Las remodelaciones y ambientación de la localización comenzarán en el mes de enero de 2012y la apertura oficial al público será en marzo del mismo año.
The market design and digital printing in general has experienced in recent years accelerated growth. Without But in recent times has presented a picture of maturity, despite the continued expansion of proposals. Only getting renewed continually and satisfy the consumer needs are those who manage to stay in business. The broad diversification makes the deals are increasingly original, but their life cycles are too short. This idea comes from the appreciation of a niche unsatisfied, anyone seeking a design center and digital printing differentiated and at the same time placing it in contact with another space which is normally not easily accessed. Thus was born "FULL PRINT" a company that targets a specific area: "Design and Digital Printing". We found wide appeal in this matter, as it is very rich in its variety, its uses, colors, shapes, designs, geared more to the accessories needed for a corporate image or general advertising. "FULL PRINT" has a different approach, aimed at a specific audience, always meeting their needs with a single service attitude and quality. For this reason we decided to make our business a place that directly meets the needs and requirements of potential customers without intermediaries. For these reasons we decided that our company is installed in the northern city of Babahoyo, near the business and commercial area and so far there is no proposal similar to ours. Undoubtedly the greatest challenge is the fact that life cycles of these businesses are very short, but believe that if not positioned towards meeting the needs of our customers and continuous improvement we can achieve this obstacle by establishing "FULL PRINT" as a center of design and digital printing that landed in Babahoyo, capturing consumer preferences and he has no intention of leaving. Our strategy will be focused on differentiation and leadership do not believe that the cost leadership approach is most appropriate for the type of project that we are developing as the customer looks especially good products in terms of design and digital printing and is willing to pay more for them if they feel that they are worth it. The renovations and ambience of the location will begin in January 2012y public official opening will be in March of that year.
The market design and digital printing in general has experienced in recent years accelerated growth. Without But in recent times has presented a picture of maturity, despite the continued expansion of proposals. Only getting renewed continually and satisfy the consumer needs are those who manage to stay in business. The broad diversification makes the deals are increasingly original, but their life cycles are too short. This idea comes from the appreciation of a niche unsatisfied, anyone seeking a design center and digital printing differentiated and at the same time placing it in contact with another space which is normally not easily accessed. Thus was born "FULL PRINT" a company that targets a specific area: "Design and Digital Printing". We found wide appeal in this matter, as it is very rich in its variety, its uses, colors, shapes, designs, geared more to the accessories needed for a corporate image or general advertising. "FULL PRINT" has a different approach, aimed at a specific audience, always meeting their needs with a single service attitude and quality. For this reason we decided to make our business a place that directly meets the needs and requirements of potential customers without intermediaries. For these reasons we decided that our company is installed in the northern city of Babahoyo, near the business and commercial area and so far there is no proposal similar to ours. Undoubtedly the greatest challenge is the fact that life cycles of these businesses are very short, but believe that if not positioned towards meeting the needs of our customers and continuous improvement we can achieve this obstacle by establishing "FULL PRINT" as a center of design and digital printing that landed in Babahoyo, capturing consumer preferences and he has no intention of leaving. Our strategy will be focused on differentiation and leadership do not believe that the cost leadership approach is most appropriate for the type of project that we are developing as the customer looks especially good products in terms of design and digital printing and is willing to pay more for them if they feel that they are worth it. The renovations and ambience of the location will begin in January 2012y public official opening will be in March of that year.
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SUPERVIVENCIA, CAPTURA DEL MERCADO, RENTABILIDAD, SURVIVAL, CAPTURE MARKET, PROFITABILITY