Modelo de estrategias de penetración en el mercado para empresas artesanales: Caso BRAVADO

Abstract

The company "BRAVADO", dedicated to the elaboration and commercialization of handmade jams of exotic flavors, began in 2015, being an initiative of Mr. Iván Izurieta, who saw the opportunity to give him an extra or added value to the jams Traditional. However, it does not have the necessary strategies that allow it to position its products in the market, which has meant that its participation in it is not adequate. This is why the present project is focused on creating a model of strategies that will help you to get out of the empiricism in which it is currently located, for this reason "BRAVADO", as many other craft companies have been stagnant despite manufacturing quality products. The results obtained based on research indicate that the product is highly demanded in the market, however, people expect innovations in the flavors, presentation, and other attributes that make them more attractive and different from the Conventional. The proposal is a model of market penetration strategies, consisting of a series of systematically related activities that allow the company to identify the opportunities, threats, strengths and weaknesses that must be faced prior to the design of The right tools that allow you to penetrate your products in the market and position them in the minds of consumers.