Ciencias Administrativas

URI permanente para esta comunidadhttp://repositorio.uta.edu.ec/handle/123456789/886

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2015 - 20182

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Tema: search.filters.subject.LICORES

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  • Miniatura
    Item type:Ítem,
    Sistema estratégico de penetración en el mercado para marcas de licores en la provincia de Tungurahua
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2018-04)
    Pérez López, Christian Sebastián
    ;
    Salinas Cruz, Magaly de las Mercedes
    ;
    Chimborazo Azogue, Luis Edwin
    The commercial and industrial organization Don Guido S.A., is a liquor company that was created in 1978 by Guido Palacios and Violeta Santana, in order to provide all its customers with the best quality liquors. In 1980 it began its operation with the brands TOROG and COCO and CAÑA, the same that undoubtedly are part of the history of Ambato and Tungurahua. This research work on strategic market penetration systems, aims to propose a strategy of penetration to increase sales in the province of Tungurahua, Ecuador, the vodka Woytek, Licores Don Guido, brand new unknown in the market of the aforementioned locality. For this, after an exhaustive bibliographical and field reference, it was established that the quality of the product is very important, regulate the distribution channels, determine strategies oriented to the positioning of the brand and correctly capture the customer's attention. In order to achieve the desired goals, a survey aimed at the public between 18 and 25 years of age was carried out, as a sample of our target audience obtained a total of 52 surveys. Achieve the recognition of the quality of the product by the client's contribution, for which, an application model of the strategic system was established, in which three phases are proposed, the first, a situational diagnosis is made, and the objectives are defined, the second, strategies are established and action plans are defined, the third, the marketing mix is designed and its budget is determined, to finish with the execution.
  • Miniatura
    Item type:Ítem,
    La Imagen corporativa y su impacto en la Fidelización de clientes en la empresa comercializadora Alcalisa S.A. de la ciudad de Latacunga provincia de Cotopaxi.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-07)
    Poveda Caicedo, Saúl Andrés 1804695854
    ;
    Ballesteros López, Leonardo Gabriel 1802453629
    The marketer Alcalisa S.A. has been dedicated to the marketing of spirits throughout the Bellows online since 2001 from those days was introduced for sale various lines marketed thus achieving a small volume growth, which is necessary to implement actions that allow increase sales and brand recognition in the market. It is for this reason that this research has focused on an analysis of the external environment of the company to introduce various elements so that the image of the company is adequate and so the product can be marketed more effectively. The results of field research to enterprise customers corroborate the importance of implementing all elements of corporate image organization using strategies to retain customers, This research is the proposal that focuses on the design of a tool for the corporate image that is aimed at the whole market the product sold is targeted, with each of its foundations as is the internal and external signage, the Basic stationery, and own distinctive company this causal being loyalty motivate customers with after sales follow-up and to give the proper impression of the company Alcalisa S.A.