Análisis de la utilización del vidrio templado en las urbanizaciones Situadas vía a la Costa
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2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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Se determina el tema central de importancia “análisis de la utilización del vidrio templado en las urbanizaciones situadas vía a la Costa desde el km 7 al km 23, en el análisis se enfoca a determinar que influye en la adquisición de este producto si es el costo o la seguridad, al presentar viviendas con acabados de vidrios templados muchas hogares no lo utilizan por falta de conocimiento, para la misma se plantea una propuesta de un diseño de marketing para las empresas que comercializan vidrios templados, por ende puedan aplicar en el mercado de estudio. Se realiza una investigación de campo a través de encuestas para conocer si les gustaría que los acabados de su vivienda tengan vidrios templados para su seguridad de sus hogares, mediante esta interrogantes se determinó que el 88% de los encuestados si les gustaría que sus viviendas presenten este tipo de acabado, por ende se demuestra que prefieren la seguridad, sin embargo el 12% no lo realizaría por el alto costo. Posterior a ello se determinó el diseño de marketing a través de las cuatro P de marketing entre las más principales está la estrategia del producto que hace referencia a los “ A eventos que realicen las empresas constructoras, brindar información del uso del vidrio templado en las construcciones, en relación al precio la estrategia que se planteo es el “Dar a conocer al consumidor los beneficios del producto, y de esta forma informar las facilidades de pago para su adquisición de los vidrios templados, el más importante es la promoción en la cual se considera “Realizar anuncios publicitarios especiales, mediante la herramienta de BTL” que permitirán que las empresas comercializadoras de este producto tengan un mejor posicionamiento en el mercado del Km 7 al Km 23 vía a la costa.
The focus of importance "analysis of the use of tempered glass is determined in located developments route to the coast from km 7 to km 23, the analysis focuses on determining which influences the purchase of this product if the cost or safety, introducing housing finished with tempered glass many households do not use it for lack of knowledge, for the same a proposed design marketing for companies that market tempered glass arises therefore be applied in the market study. field research is done through surveys to find out if they would like the finishes of your home have tempered glass for safety of their homes by the questions was determined that 88% of respondents if they would like their homes present this type of finish thus demonstrated that prefer the security, but 12% did not take place because of the high cost. Following this marketing design was determined by the four P's of marketing among the key is the product strategy that refers to "events that made construction companies, providing information on the use of tempered glass in buildings in relation to price strategy that emerged is the "Introduce the consumer the benefits of the product, and thus inform the payment facilities for purchase of tempered glass, the most important is the promotion in which considers "Make special advertisements, using BTL tool" that will allow the product marketing companies have a better position in the market at Km 23 Km 7 via the coast.
The focus of importance "analysis of the use of tempered glass is determined in located developments route to the coast from km 7 to km 23, the analysis focuses on determining which influences the purchase of this product if the cost or safety, introducing housing finished with tempered glass many households do not use it for lack of knowledge, for the same a proposed design marketing for companies that market tempered glass arises therefore be applied in the market study. field research is done through surveys to find out if they would like the finishes of your home have tempered glass for safety of their homes by the questions was determined that 88% of respondents if they would like their homes present this type of finish thus demonstrated that prefer the security, but 12% did not take place because of the high cost. Following this marketing design was determined by the four P's of marketing among the key is the product strategy that refers to "events that made construction companies, providing information on the use of tempered glass in buildings in relation to price strategy that emerged is the "Introduce the consumer the benefits of the product, and thus inform the payment facilities for purchase of tempered glass, the most important is the promotion in which considers "Make special advertisements, using BTL tool" that will allow the product marketing companies have a better position in the market at Km 23 Km 7 via the coast.
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PRODUCTO, POSICIONAMIENTO, COSTO, SEGURIDAD DISEÑO