Ciencias Administrativas
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Item Customer Relationship Management (CRM) y su relación con el posicionamiento de la empresa Vasmar Distribuciones(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Mercadotecnia, 2024-02) Gómez Paredes, Nayeli de los Angeles; López Flores, Renato ReneeActualmente las empresas han implementado nuevas herramientas de interacción empresa-cliente, mediante estas herramientas se crean nuevas maneras de comunicación atractivas y con respuestas rápidas, favoreciendo a la empresa de una forma positiva. Por tal razón, se realiza la investigación que permite implementar una herramienta de comunicación que servirá de ayuda para la empresa Vasmar Distribuciones, en donde se toma en cuenta el posicionamiento en el mercado y como con la ayuda de la herramienta se pueda alcanzar un alto nivel de posicionamiento. Por lo cual para esta investigación se realizó una revisión bibliográfica y de campo mientras que en la revisión metodológica se describió un enfoque cuantitativo con un alcance descriptivo y correlacional, se tomó una muestra de 370 clientes en la que se ocupó el instrumento de la encuesta y para realizar la comprobación de la hipótesis se ocupó el estadígrafo de Spearman planteada bajo la línea de investigación de desarrollo empresarial. Por todo esto se realizo un plan de acción, en el que se diseño actividades a desarrollar para la implementación de la herramienta tecnológica chatbot que será de ayuda para la empresa Vasmar Distribuciones.Item Estrategias de marketing digital y su incidencia en el posicionamiento de mercado de la empresa Calzado Liwi de la ciudad de Ambato(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Mercadotecnia, 2021-08) Salazar Goyes, Kattia Mishell; Sinchiguano Calapaqui, Henry Fabricio; Zamora Sánchez, Ruth ArmeniaLa empresa CALZADO LIWI sitúa sus actividades en la fabricación y comercialización de calzado en la ciudad de Ambato, las cual responde a uno de los sectores más representativos de la provincia y del país, la empresa posee una larga trayectoria para conseguir beneficiar con calzado de confort y salud a todos sus consumidores. La presente investigación se realizó con el objetivo de determinar las estrategias de marketing digital y su incidencia en el posicionamiento de mercado de la empresa Calzado Liwi, a través de la oportunidad que persiguen los medios digitales en la actualidad y la repercusión que poseen los mismo en el mercado online a raíz de la pandemia por Covid-19. La investigación tiene un alcance descriptivo, con un enfoque cuantitativo a través de la modalidad de investigación bibliográfica, es importante destacar que la muestra fue seleccionada en base a la PEA de la ciudad de Ambato situando a 383 sujetos de estudio seleccionados, los cuales fueron clave en la aplicación del instrumento a través de Google Forms. Por consiguiente, se utilizó la correlación de Pearson para la comprobación de la hipótesis planteada bajo la línea de investigación sobre el comportamiento del consumidor. El resultado de la aplicación de la encuesta junto con la consistencia de la revisión teórica fueron la base fundamental para lograr determinar estrategias de marketing digital agresivas para la empresa Calzado Liwi por medio de una guía del desarrollo de las mismas, las cuales servirán para generar una mayor participación en el mercado ambateño.Item Línea de productos y su incidencia en el Posicionamiento en el mercado de la empresa FABITEX.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-09) Aranda Núñez, Vinicio Tarquino 1804215471; Pazmiño Solys, Gabriel Arturo 0602041600Fabitex is an organization that is characterized by the manufacture of textiles, to possess human qualified talent and technology of top, but that analyzing the problematic that is the company at this moment since is the line of products and his incident in the positioning in the market, which concerns the company, since there the internal and external client. At present this topic performs vital importance to level of organizations since it is a problematic that influences the increase of the clients' portfolio for ended concerns in the volume of the sales, where the Fabitex must be in constant investigations to solve the problems by means of the implantation of the strategies of innovation with the intention of extending this way the line of the product. Realized the surveys, we take the external client as a principal beneficiary since he is going to have the opportunity to possess wide range of products which will help to satisfy his expectations at the hour that he it needs, but in addition also one was benefiting the company it gives major space between on the market, increasing his sales, orders, clients' portfolio. Applying the design of a new line of products to the forefront of the current market, giving opening and I access to the requirements of the market, and differing from the competition for his designs and quality of products.Item 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 1803022639The 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.Item La Logística comercial y su impacto en el Posicionamiento del mercado de la Asociación de Productores y Comercializadores de leche del cantón Quero APROLEQ.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Organización de Empresas., 2015-08) Masaquiza Jerez, María del Pilar 1803834041; Altamirano Analuisa, Danilo Javier 1803886923The Association of Producers and Distributors of milk Quero, APROLEQ, is an association of people who represents small producers dedicated to dairy farming, collecting, cooling fluid milk market and good quality with private industry. The purpose of the proposed study is inadequate trade logistics and its impact on the market position in the association of producers and marketers of milk canton Quero "APROLEQ". The results of the surveys show that the producers do not consider this APROLEQ positioned in the province of Tungurahua, the competitors of the center of the country have joined more strongly, this has raised the alarm to raise urgent improvement actions The solution to the problem was the design of the logistics system for the company so that proper management of movement, efficient distribution and storage of milk is sought, as well as control of inventories, while the wisdom flows internal information.Item La Gestión de marca y el Posicionamiento de mercado de Agua Vital O2, en la ciudad de Ambato.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-08) Rodríguez Celi, Eduardo Paúl 1803843083; Villalba Miranda, Raúl Francisco 0500972369The company AGUA VITAL O2 has been dedicated to the purification of bottled water for commercialization for 8 years, time which has experienced phases of introduction, is currently at the stage of growth, therefore it is essential to take strategic actions to maintain and improve the way of a successful product on the market. That's why this research project has focused on making a comprehensive analysis of internal and external business environment, in order to establish strategies to increase branding of the company, and thus increase the sales volume of the same. The data produced by field research applied to customers of the company show that it is important to correct issues such as the relegation of advertising and branding as an inherent part of the success in sales of the brand of the company, as these are factors most customers regard as a shortcoming that should be improved. So the proposal resulting from the investigation routed by me to identify and design a Digital Marketing Plan implementing brand management strategies aimed at current and potential customers through digital media and communication applicable to our purpose and thus increase positioning the company brand AGUA VITAL O2.Item 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 1802862498Solis 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.Item El Marketing viral y su incidencia en el Posicionamiento en el mercado de la Importadora Cruz Vivas de la ciudad de Ambato.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-07) Chicaiza Andino, Darwin Geovanny 1804325841; Jiménez Castro, Wilson Fernando 1803098126The company Importadora Cruz Vivas was founded in 2008 to market and distribute technological vehicle spare parts, the same devices so with technology used to build intelligent buildings, is a company where the cornerstone is Cruz Vivas family are the same as their managers experience, based on their knowledge are concerned about the welfare of the society, the country's development and growth of the company. Develop strong and lasting relationships with its customers through the good image and product quality for better recognition in the market and in this way to have company at the top in the labor market, responsible and efficient when marketing their products . The importing Cruz Vivas in 2008 expands its network marketing smart devices which are used in buildings, gradually consolidating market. Thus it becomes one of the companies to import this type of smart devices in the city. To achieve greater market share was emphasized implementing a viral marketing plan, which allows a high degree of market positioning of the importing Cruz Vivas improving the service offered and enabling customers to meet their needs, it is vital to achieve the importing position your image in the current market the strategy of viral marketing.Item La Marca y la Cuota de mercado de la empresa Tejidos Argüello en la ciudad de Ambato.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-07) Argüello Chacán, Gladys Narciza 1803431509; Ríos Lara, Geovanny Fabricio 1803081296The company "Fabrics Arguello" in the city of Ambato, is a company with 35 years of experience in the manufacture and marketing of clothing only and exclusively of wool clothing, uniforms and sweaters for educational and corporate institutions, caps, pants, scarves and sporting equipment, with high levels of quality, despite the time of existence in the market the brand is not possessed, as managers of the company have neglected a fundamental aspect that is the trademark of the company, without taking into account that It is essential for efficient operation of the company in the market economy. It is for this reason that this research has focused on a comprehensive analysis of internal and external environment of the company "Arguello Fabrics" in order to establish strategies for positioning and brand recognition by consumers and increase market share and thus the profits of the company. The data obtained from field research applied to external customers of the company "Fabrics Arguello" indicates ignorance of the brand. It is for this reason that the creation of a corporate identity manual is proposed, which will serve as a strategy to achieve brand positioning in the market, being an essential tool for the company to increase market share, thus improving the economic situation of the company.Item La Estrategia de diferenciación y su incidencia en el Posicionamiento de mercado de la empresa carrocera COPSA de la ciudad de Ambato.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Organización de Empresas., 2015-07) Fonseca Rojas, Magally Elizabeth 1804248761; Gamboa Salinas, Jenny Margoth 1802289320The bodybuilder "COPSA" is a company dedicated to meet the demand in the metalworking sector, oriented to the manufacture and repair of bodywork with innovative designs, in 2012 granted an approval granted by the ANT prerequisite for body construction. This project has focused on a study of differentiation strategies and their impact on the market positioning of the bodywork company Copsa, in order to create differentiation strategies which allow improving the level of market positioning. The data produced by field research applied to prospective customers of the organization, said it is important to improve customer service; With the application of differentiation strategies that is integrated company performing actions to produce goods or services at acceptable cost needed to improve market positioning set. Therefore the design of strategies of differentiation is proposed to improve customer service and this in turn will allow to lead the market for a body builder and thus meet the objectives set by the organization