Browsing by Author "Llerena Villacis, Oswaldo Rodrigo"

Filter results by typing the first few letters
Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    El posicionamiento de marca y la creación de valor de JEAN UP en el Ecuador
    (2017-05) Llerena Villacis, Oswaldo Rodrigo; DT - Lascano Aimacaña, Nelson Rodrigo
    This research aims to analyze how brand positioning affects the creation of value of Jean Up in Ecuador, as the brand currently has limited economic and financial growth due to several reasons. The research approach was based on the qualitative and quantitative modality, supported also by a bibliographical and field research, where the population under study was conformed by the customers of the Jean Up brand that according to the company's internal register has a Total of 15,000 people nationwide, who were given a structured survey to know the reality regarding the variables being studied, an interview was also applied to the general manager of the company in order to gather information for the structuring of the Present investigative work. Under this background and according to field research made it can be said that Studio F is the preferred brand of people because of the benefits offered by the product, quality, design and price, however, the brand Jean Up is the second in the Preference list above other brands like Kancan and Stage. Finally, a strategic adjustment to the supply chain was designed as a method to create value for the Jean Up brand, Within which an operational model was made with a diagnosis of the current situation of the supply chain to analyze the value activities that are currently performing.