Análisis de factibilidad de una marca de exportación para los sombreros de paja toquilla del cantón Sígsig, hacia el mercado de Estados Unidos.
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2020
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UNIVERSIDAD DE GUAYAQUIL FACULTAD DE CIENCIES ADMINISTRATIVAS
Resumen
Una marca no es considerada como obligatoria a la hora de comercializar un producto, sin embargo, estas generan un valor agregado, asegurando que el producto es de calidad y el cliente prefiere adquirir un bien que lo identifique dándoles seguridad al momento de realizar la compra, es por eso que se realizó un "Análisis de factibilidad de una marca de exportación para los sombreros de paja toquilla del cantón Sígsig, hacia el mercado de Estados Unidos". El propósito de esta investigación fue constatar si las asociaciones de Toquilleras pertenecientes al cantón Sígsig, contaban con una marca para los sombreros que ellas elaboran como identidad al realizar las exportaciones o futuras hacia nuevos mercados, siendo Estados Unidos el principal socio comercial. Con respecto a la metodología, la realización del presente estudio se llevó a cabo mediante instrumentos tales como: entrevista a expertos, revisiones bibliográficas cualitativas y cuantitativas, con las cuales se tomó la información relevante referente al tema, así como la observación en las visitas a las diferentes asociaciones localizadas en el cantón Sígsig. También se aplicó la matriz FODA y mediante combinaciones realizadas se establecieron diversas estrategias DAFO tomando una de ellas como la propuesta para el principal problema, el cual consiste en que los sombreros de paja toquilla debe ser comercializados con marca que permita identificar a la asociación, para ello existe un plan de acción con su correspondiente validación a fin de posicionarse con producto de marca plenamente identificado en el contexto nacional e internacional.
A brand is not considered mandatory when marketing a product, however, these generate an added value, ensuring that the product is of quality and the customer prefers to acquire a good that identifies it giving them security at the time of making the purchase, that is why a "Feasibility analysis of an export brand for the straw hats of the Canton Sígsig, towards the United States market" was carried out. The purpose of this investigation was to verify whether the Toquilleras associations belonging to the Sígsig canton had a brand for the hats they make as an identity when exporting or future to new markets, with the United States being the main trading partner. Regarding the methodology, the realization of the present study was carried out by means of instruments such as: interview with experts, qualitative and quantitative bibliographic reviews, with which the relevant information regarding the subject was taken, as well as the observation in visits to the different associations located in the canton Sígsig. The SWOT matrix was also applied and by means of combinations made, various SWOT strategies were established, taking one of them as the proposal for the main problem, which is that the straw hats must be marketed with a brand that allows the association to be identified, to this exists an action plan with its corresponding validation in order to position itself with a brand product fully identified in the national and international context.
A brand is not considered mandatory when marketing a product, however, these generate an added value, ensuring that the product is of quality and the customer prefers to acquire a good that identifies it giving them security at the time of making the purchase, that is why a "Feasibility analysis of an export brand for the straw hats of the Canton Sígsig, towards the United States market" was carried out. The purpose of this investigation was to verify whether the Toquilleras associations belonging to the Sígsig canton had a brand for the hats they make as an identity when exporting or future to new markets, with the United States being the main trading partner. Regarding the methodology, the realization of the present study was carried out by means of instruments such as: interview with experts, qualitative and quantitative bibliographic reviews, with which the relevant information regarding the subject was taken, as well as the observation in visits to the different associations located in the canton Sígsig. The SWOT matrix was also applied and by means of combinations made, various SWOT strategies were established, taking one of them as the proposal for the main problem, which is that the straw hats must be marketed with a brand that allows the association to be identified, to this exists an action plan with its corresponding validation in order to position itself with a brand product fully identified in the national and international context.
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MARCA COLECTIVA, ARTESANÍA, SOMREROS DE PAJA TOQUILLA, SIGSIG