La Estrategia de diferenciación y su incidencia en el Posicionamiento de mercado de la empresa carrocera COPSA de la ciudad de Ambato.

Abstract

The 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