Maestría en Gestión de Proyectos

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    Estrategias de Mercadeo y Posicionamiento Comercial para la Asociación Ecuatextil Pelileo
    (- UNIVERSIDAD TÉCNICA DE AMBATO - CENTRO DE POSGRADO- MAESTRIA EN GESTION DE PROYECTOS, 2025-10-08) Medina Arias Segundo Javier; Mantilla Falcón Luis Marcelo; - UNIVERSIDAD TÉCNICA DE AMBATO - CENTRO DE POSGRADO- MAESTRIA EN GESTION DE PROYECTOS
    This research seeks to create a strategic marketing and positioning plan for the Ecuatextil Pelileo Association to strengthen its position in the Ecuadorian textile market. The challenge identified is the lack of defined strategies, which prevents the association from attracting new customers, differentiating itself, and establishing a local presence. A mixed approach was adopted, utilizing quantitative techniques through surveys of members and customers, as well as qualitative techniques through interviews and competitor case studies, with the goal of diagnosing the situation and developing appropriate proposals. Information was collected from a sample of 400 people, taking into account different variables such as quality, sustainability, innovation, satisfaction, and likelihood of recommendation. Key findings include the fact that 80% of respondents rated the product quality positively, while 62.5% would recommend the association, demonstrating strong potential for customer loyalty. However, weaknesses were noted regarding the perception of sustainability and a lack of product innovation, which are critical for market positioning. Based on these findings, strategies are recommended to expand the production offering, strengthen its digital presence, promote sustainability, and improve customer service. The conclusions underscore that the adoption of the strategic plan will allow Ecuatextil Pelileo to meet market requirements, leverage its organizational expertise, and establish a strong market presence while reinforcing its leadership in the Ecuadorian textile industry.