Estrategias de publicidad y el posicionamiento de mercado de las ferreterías de la ciudad de Latacunga

Abstract

There are several hardware companies that are in the central area of the canton Latacunga, and the same that have been in the market for several years, the basis of these businesses has been the commercialization of products, supplies and services related to the hardware market. However, the potential ignorance of public strategies to achieve a successful market positioning has led to a slow growth in sales, for the reason is focused on determining the online advertising strategies that now increases the participation of the company. This research project has focused on conducting an analysis of the internal and external environment of these companies, to establish a plan that allows an adequate market positioning and advertising applications that influence potential customers to buy more frequently and the suppliers also identify with the companies. The data thrown by the field research applied to the company's clients indicate that it is important to correct the aspects of advertising and promotion as a fundamental part of the success for the sales of the company, since these are the factors that most of the customers consider as shortcomings that should be improved. Thus, the resulting proposal of the research is aimed at identifying and designing strategies for advertising and brand positioning that will be directed to current and potential clients, through mass media such as the written press and also virtual media such as social networks; On the other hand, the company will give promotions to apply at the point of sales of the products.