La Gestión integral de marca y su impacto en las Ventas en la Empresa MEGAKONS S.A. de Ambato.

Abstract

The MEGAKONS S.A. company is dedicated to the distribution of materials and finishes for construction in the central region, Amazon and north of the country. It was established 28 years ago in the construction sector. Despite having several years in the construction market, it has not adequately developed strategies to manage the brand; which greatly limits the positioning of its products and services. It is for this reason that this research project has focused on making a comprehensive analysis of internal and external business environment, in order to establish strategies to effectively manage the brand in the construction market nationwide. The data produced by field research applied to customers of the company, indicate that it is important to address issues such as: the company is not well defined a strategy to manage the brand from a global context so as to ensure a significant increase in the sales. This proposal will be achieved position the brand MEGAKONS S.A. in the minds of customers in order to identify the products sold by the company in a quick manner, so they can differentiate themselves from the competition by creating lasting loyalties that endure over time. In addition it will improve sales for the common benefit. To perform the same commitment from partners, managers and all employees of the company are required.