Ciencias Administrativas

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

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Plan de comunicación y posicionamiento de marca en la empresa Helarte en la ciudad de Ambato
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Mercadotecnia, 2023-03)
Pico Montero, Adriana Gissel
;
Beltrán Ávalos, Carlos Javier
En la presente investigación del plan de Comunicación y Posicionamiento de Marca en la empresa Helarte en la ciudad de Ambato, tiene como objetivo determinar la incidencia del plan de comunicación en el posicionamiento de marca de la empresa Helarte, y como objetivos específicos: fundamentar con bases teóricas el plan de comunicación y posicionamiento de marca, identificar los elementos más relevantes del plan comunicacional para los clientes potenciales y establecer la relación que existe entre el plan de comunicación y el posicionamiento de mercado de la empresa Helarte en la ciudad de Ambato. Se desarrolló una investigación con un método teórico de tipo descriptiva, con un enfoque cuantitativo y un alcance descriptivo y correlacional, además cuenta con una modalidad documental de campo y transversal, basado en la muestra de 384 clientes potenciales de la empresa Helarte en la ciudad de Ambato. Por otro lado, la técnica de recolección de información es el cuestionario y como instrumento se encuentra la encuesta, con lo que se obtiene información importante de las percepciones de las personas. Para identificar la validez del instrumento se consideró un análisis de expertos dado por los docentes de la Universidad y la fiabilidad se consideró a través del Alfa de Cronbach en la que se identificó un valor de 0.7 que es considerado en su escala como “Bueno”. Se identifica la correlación de las variables mediante el estadístico de Spearman y en base a los resultados se confirma que el plan de comunicación influye en el posicionamiento de marca y por lo tanto se acepta la hipótesis alternativa.
Plan de comunicación para el proyecto agroecológico "De la mata a la olla" en la Provincia de Cotopaxi
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2019-04)
Tapia Romero, Verónica Daniela
;
Altamirano Analuisa, Danilo Javier
La presente investigación fue desarrollada en la Provincia de Cotopaxi, específicamente en los cantones de Latacunga, Salcedo y Pujilí, estos tres cantones colindan con las provincias de Pichincha, Napo y Tungurahua. El valle de estos cantones posee un magnifico suelo, apto para la producción agrícola de cebada, trigo, maíz, legumbres, hortalizas y frutas como capulí, pera, manzana, claudias entre otros, por lo que la mayor parte de sus habitantes hacen de la agricultura su fuente de ingresos. La razón por la cual se pretende implementar un plan de comunicación para el proyecto agroecológico “De la mata a la olla” es debido a que existe un alto índice de malnutrición a causa de la ingesta de productos prefabricados, congelados, y comida rápida. La finalidad de esta investigación es ayudar a mejorarla demanda del consumo de productos orgánicos dentro de dichos cantones y poder fortalecer el proyecto “De la mata a la olla” donde están vinculados todos los pequeños agricultores los cuales se dedican a la comercialización directa de productos orgánicos sin la necesidad de intermediarios. Y para llegar a la mayor parte de los ciudadanos se ha considerado las redes sociales una fuerte herramienta de difusión de información. Para la recolección de información se aplicó el enfoque cualitativo, enfoque cuantitativo, investigación de campo y bibliográfico, los cuales permiten obtener resultados apegados a la realidad, además se tomó como muestra a la población económicamente activa de los cantones antes mencionados que fueron 383 personas a las cuales se aplicó la encuesta a través de la formulación de un cuestionario. Se determina que existe un alto déficit de información sobre el proyecto “De la mata a la olla”, por lo tanto, se propone elaborar un plan de comunicación dentro de las redes sociales como Facebook, WhatsApp entre otras que ayude a mejorar la demanda actual del consumo de productos agroecológicos.
“La Comunicación Comercial y su incidencia en el Posicionamiento de la Marca de Calzado Gamo’s de la ciudad de Ambato.”
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Marketing y Gestión de Negocios, 2015-07)
Agualongo Moposita, Alejandra Paulina
;
Verdesoto Velasteguí, Oswaldo Santiago
The company "Calzado Gamo's is a family business dedicated to the production of footwear which initially start producing soccer shoe and micro fútbol in a small workshop in his home, now have five product lines: Trekking, safety, shoe street, sports and trot line. It is one that creates jobs and development mainly in the city of Ambato. Therefore this research is the performed by analyzing both internal and external shoe factors Gamo's analyzed these key factors in order to establish using as a strategy to communicate through mass media that allows increasing positioning brand. The results obtained in the field information were essential to make a decision that was found necessary to design a Commercial Communication plan to achieve compliance with the objectives set by the company. The implementation of a plan of commercial communication through mass media with the greatest impact in order to increase the brand positioning in the market and thus achieving greater participation and meet the business objective.
El marketing digital y la fidelización de clientes de la Empresa MasCorona de la ciudad de Ambato.
(2015-12)
Vélez Ortiz, Esteban Moises 1803687340
;
Mejía Vayas, Carlos Vinicio 0400730693
MasCorona is located in the city of Ambato, it is a grain packing company with over 35 years in the domestic market with products such as grain, flour, cereals and dried fruits. Product quality is the best presentation of MasCorona, with the support of having certificate of Good Manufacturing Practices (GMP). The present investigation has allowed an analysis of internal and external factors, in order to establish strategies to retain existing customers of the company, through digital marketing. The results of the investigation conducted MasCorona customers indicate that digital marketing tools are not being used properly within the company, since it has an outdated website with the need to be constantly updated. So the proposed plan focuses on digital communication, generating strategies to help with customer loyalty, gaining a competitive advantage for the company.
Comunicación comercial 2.0 y el Posicionamiento en el mercado del almacén Agroterra de la ciudad de Ambato.
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-09)
Tisalema Yugcha, Luis Amable 1803556735
;
Hurtado Yugcha, Jacqueline del Pilar 1803022639
The AGROTERRA store Ambato, is engaged in the marketing of agricultural products such as fertilizer, fungicide, insecticide, nematecidas, seeds, agricultural tools and balanced for animal products, all with the intention of providing a better service to their customers. The development of this research work has as main objective to establish the use of appropriate communication tools to collaborate with the positioning of the store AGROTERRA because through such communication strategies is to develop a competitive advantage of competitive high value respect to competition and economic environment that surrounds the store. The results obtained in this research, is to have identified a suitable medium and deuced by which they will broadcast all the promotions, offers and advertising that has to do with agricultural inputs distributed in stock AGROTERRA City Ambato, all with the use of internet tool and using social networks to using social networks to reach the warehouse position in today's market marketing of agricultural inputs. Finally, the proposed research is adopting an appropriate instrument by which the company can develop and implement a strategy of high impact and get to be known as a company and also to publicize the activities conducted by the store AGROTERRA of Ambato.
La comunicación integrada del marketing y su incidencia en el volumen de Ventas de Radio Novedades.
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-07)
Vayas Valdez, Andrea Lorena 1804397410
;
Guerrero Villalva, Silvia del Carmen 1803069259
Radio Novedades is devoted to the radial diffusion in the political, social, sports, cultural and topical areas in Cotopaxi, Tungurahua, Los Ríos and part of the Amazon for 30 years, during which he has managed to gain the appreciation and preference listener, but to have a long time of existence, it needs to improve in all aspects through the application of different advertising techniques. It is for this reason that the present investigation seeks to apply all the tools of marketing holistically to maximize benefits specifically adding to the sales of Radio Novedades, to implement a new corporate image, generating positioning necessary for the development and prestige of the company. The data produced by field research applied to customers and listeners indicate that Radio Novedades is known for its history, however, is not updated to provide better service to their customers, and the importance of giving mentioned known as an advertising medium and informative excellence inside and outside the city of Latacunga. The proposal resulting from the investigation routed by me to identify and design a plan of integrated marketing communication, embodied in the interaction of advertising techniques. Above the line and below the line which positively affect the positioning allowing a significant improvement in sales Radio Novedades, since it aims to go beyond conventional advertising techniques showing originality and delivery.
La comunicación digital y el Posicionamiento en el mercado de la empresa Auto Eléctrico Solís de la ciudad de Ambato.
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-07)
Cartagena Navas, Silvia Elizabeth 1804242392
;
Calvache Vargas, César Maximiliano 1802862498
Solis Auto Electric Company is engaged in retailing of accessories and parts for motor vehicles, having a period of 10 years in this sector during which it has remained unstable and losing customer base along the time by not maintaining good communication products and services. The problem that the company is currently not applied Digital Communication Plan to improve the positioning within the regional market efficiently, it is justified because of the high competition in the sector of spare parts and accessories vehicles, globalization in the business world requires companies are at the forefront of new communication technologies. The data obtained from the research to enterprise customers immediately indicate that you need to implement solutions to improve communication both with customers and business customers with the company to achieve improve the shortcomings of it. In this research project the resulting proposal is to design a Digital Communication Plan that will enable the company to communicate and promote for social media the goods and services are there in the organization to improve the positioning of the company remain the same appropriate and adapted for operation.
Plan de comunicación y la Imagen corporativa en la empresa Maderas Guerrero de la ciudad de Ambato.
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Organización de Empresas., 2015-08)
Acosta Pazmiño, Santiago Alejandro 1803822657
;
López Miller, Zoila Esperanza 1801509884
Maderas Gurrrero offers high quality woods, the wood has a rigorous quality control. The company has a variety of woods such as Eucalipto, Chanul, Virola, etc., production plant currently has machines for specific designs, and tools. The wood has the requirements of the Ministry of Environment. Maderas Guerrero wants to solve the business problem, the problem in the company is communication plan and corporate image. Today, communication is important in business management, Maderas Guerrero does not have a communication plan, so this affects the corporate image, for this reason the proposal is to design a communications plan to improve the management of corporate image.
Comunicación digital y la Cuota de mercado del Centro Informático & Internet My Space de la ciudad de Ambato.
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-07)
López Arévalo, Grace Elizabeth 1803244803
;
Cavero Álvarez, Omar Damián 1802432268
The Computer & Internet My Space Center is dedicated to the sale and maintenance of computer equipment, technology consulting, internet access, available computers with programs like text editors, graphics editing programs, video and music download, scan, useful office stationery, etc., where a personalized service. Currently these businesses have become very popular in the city of Ambato; However, high prices, unfair competition and oversupply, have caused this sector into crisis. It is for this reason that the present research has as main objective implementing digital communication strategies with the help of new technologies that are booming as they are the most popular and inexpensive blogs to social networks; which significantly help corporate image and participation in the market, strengthening the loyalty and trust of customers and improve sales. The information obtained through field research shows that customers applied to the products and services offered My Space are accepted in the market, however, it requires advertising strategies to improve their market share. The resulting proposal is directed to the major social networks, a corporate blog, email marketing and mobile marketing to promote products and services My Space; which seeks to interact with existing and potential customers; besides listening to suggestions, meet their needs and preferences, which will contribute greatly to its growth and success.
Las Estrategias de comunicación y su incidencia en la Participación en el mercado de la empresa Vidriería Santa Rita en la ciudad de Ambato.
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-06)
Chávez Tisalema, Edgar Giovanni
;
Ramos Guevara, Juan Enrique

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