Browsing by Author "Ortiz Paredes, William Franklin"

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"El Desarrollo de Marca y la Captación del Mercado de consumo masivo del Supermercado A Vender en la parroquia La Península de la ciudad de Ambato".
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing., 2014) Ortiz Paredes, William Franklin; D-T Villalba Miranda, Raúl Francisco
El propósito de esta investigación se enfoca, en proponer el desarrollo de marca e imagen del Supermercado “A VENDER”, para poder captar el mercado de productos de consumo masivo. Esto a través de la selección de colores institucionales para el Supermercado, así como también, la creación de un isologo que caracterice la marca y ayude a recordar fácilmente, el cual estará presente en señaléticas internas y externas, uniformes del personal, y en todo el material P.O.P, a esto se sumarán un adecuado slogan, un spot publicitario, alianzas estratégicas, un manual básico con las políticas del local, que incluyera: normas de limpieza, normas de atención al cliente, incentivos al personal por objetivos alcanzados entre otros, el resultado final, será que; el supermercado “A VENDER” , tenga un posicionamiento tal, en la mente de toda la colectividad de la Parroquia la Península de la ciudad de Ambato, y sea la primera opción al momento de realizar sus compras.
El Geomarketing como instrumento para la identificación de clientes potenciales del sector comercial de consumo masivo en el cantón Ambato: caso Prodelta
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2018-05) Quitio Yupa, Jhon Jairo; Ortiz Paredes, William Franklin
The company Tungurahua Suppliers "PRODELTA", develops its commercial activities in the city of Ambato, these activities are related to the sale of mass consumption products, specifically the lines of Nestlé, Unilever, Quala, among others, whose products have very good positioning in the market, which means that the company's sales remain at acceptable levels, but without portfolio growth, that is, sales remain without growth. It is for this reason that this research work focuses on analyzing what are the reasons why the company can not increase sales, so this study is based on the application of geolocation strategies with which it is intended to increase the customer portfolio and its sales. Once this study has been applied, the company Tungurahua Suppliers "PRODELTA", will be able to make a better selection of existing potential customers in the market, especially in the canton of Ambato, through geomarketing, which will allow to better plan the routes to visit them. , optimizing time and resources for the sales force, who through sales work will increase the client's portfolio of the company and therefore the increase in sales, by establishing efficiently which commercial premises are optimal for the contribution of the business growth in each of the work areas. This research proposes a proposal based on the geolocation of wholesale customers in the city of Ambato based on the use and application of the OpenStreetMap software itself that provides the appropriate tools to locate the locations of wholesale customers based on input coordinates, without an investment high economic, allowing savings of economic resources and personalized research processes, achieving the objectives and business growth.
“El merchandising visual en la promoción de productos de la empresa pañales económicos de la ciudad de Ambato”
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Marketing y Gestión de Negocios, 2015-11) Ortiz Meneses, Susana Patricia; Ortiz Paredes, William Franklin
Economic Diapers company whose RUC: 1803277878001 is headquartered in Los Nísperos s / n , Est 002: . . Marieta de Veintemilla 03-3 and Avda Nov. 12 , whose owner is Mr. Ortiz Edwin Villacis Danilo and the person Management is responsible for Mr. William Mora. Makers have been able to distribute quality products at the best price; products for the care of the infant. The issue that is facing the company is the low turnover of its products, it is affecting business sales , and analyze some causes could be identified that there is a lack of merchandising techniques , weak training, limited trading spaces and little presence of Merchandisers. As a result it can be mentioned that the company has no knowledge in management areas, products are distributed in different areas, without any logical order to adequately manage the categories according to price range and product turnover. Before I mentioned in the previous section, and with the intention of providing a solution to the problem was proposed current design tools Visual Merchandising for the company “Economic Diapers " allowing better sales. These tools contain all the adaptation and implementation to properly display a product in a space or gondola; so that the buying process is comfortable and attractive to encourage the purchase; considering a logical design within the establishment for the entire development of purchasing is optimal.
“Modelo de Sistema de Comercialización para el incremento de las Ventas en la Empresa de Calzado PANAMUS” en la ciudad de Ambato”
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Marketing y Gestión de Negocios, 2016-06) Torres Gonzaga, María Eugenia; Ortiz Paredes, William Franklin
Footwear PANAMUS is a company dedicated to the development and marketing of athletic footwear for all market segment, the company was founded in 2012 in Pinllo in Schwartz streets between free Quiteño and Chronicle, it is currently in a stage growth, therefore it is essential to make strategic to maintain and improve a product successfully in Ambato market shares. It is for this reason that the present research is focused on making a comprehensive analysis of both the internal environment and outside of the company, in order to design a branding plan to position the PANAMUS brand in the footwear sector of the city Ambato and thus increase sales for the company and for the major customers that sell footwear. The results obtained from field research applied to internal and external enterprise customers, said it is very important to design a branding plan that will help the company to maintain a good corporate image and thus position the brand in the Ambato market by mass advertising, offers, showing a high-quality jobs which are factors that most customers see as shortcomings when purchasing your product or service. It is determined that the design of a branding plan is essential for brand positioning, resulting in the growth of sales of the company, so it is necessary to make a change in corporate image to convey a message of what the company does .
Posicionamiento de la Marca: Definición y propuesta de valor de las Carreras de Mercadotecnia de la Zona 3
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2017-04) Lara Luzuriaga, Elena Estefanía; Bucay Moreta, Willian Ricardo; Ortiz Paredes, William Franklin
The present research work was developed in Zone 3, to the third year high school students and to university students with the objective of measuring the degree of perception of the brand, that leads to find a value proposition for a later management of the Brand of the Marketing Career of the Faculty of Administrative Sciences of the Technical University of Ambato. The main problem detected is the lack of knowledge about the level of positioning of the Marketing Career in zone 3. It also takes into account this period of growing competition among universities, in which the need to find a model that contains feasible methods and strategies to achieve the positioning of the Career arises, through Integral Marketing Communication (IMC). Through the application of the survey as an instrument, done to the target market, it was detected that the Career is not positioned, even more to the high school students that are the highest percentage compared to university students, as a result is evident that the positioning would be based on a five-axis model: Advertising, Sales Promotion, Personal Sales, Public Relations and Interactive Marketing. As this research is carried out using statistical models, it becomes a reference for future research and applicable models, for other IES that could take this information as a starting point for the positioning of their careers.