Trabajos de Titulación - Extensión Cañar - Administración de Empresas
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Examinando Trabajos de Titulación - Extensión Cañar - Administración de Empresas por Asesores "Ordoñez Gavilanes, Magdalena Emilia"
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- ÍtemSolo MetadatosEstrategias de marketing para la Asociación Artesanal Hatun Ayllukuna(Universidad Católica de Cuenca., 2022) Acero Zaruma, Lourdes Josefina; Ordoñez Gavilanes, Magdalena Emilia; 030240191-4Marketing management refers to strategies that contribute to positioning, emphasizing on adapting product, price, promotion, and market place variables based on needs tastes, and requirements of the marketing demand. This research aims at designing marketing strategies for positioning the Hatun Ayllukuna handicraft association, carried out in the rural area in the canton of Cañar-Ecuador. A mixed approach research with a descriptive scope and field design was carried out, where the survey technique was conducted using a questionnaire applied to two reporting agents: members and target market, where a probabilistic sampling was employed. The results showed weaknesses in administrative and marketing management processes where 87% of the target market drinks beer, 81% likes artisanal beer and only 21% drinks it; loyalty to a particular brand is not identified in the market. In conclusion, the organization is not positioned as a result of a low marketing application and investment, mainly due to poor management when advertising, missing the opportunities that currently, technological media and social networks provide. Therefore, strategies to differentiate quality and taste at competitive prices are proposed to improve marketing communication level. Keywords: strategies, marketing, association, positioning.
- ÍtemSolo MetadatosEstrategias de posicionamiento para la organización de artesanos Mushuk Pacary de la ciudad de Cañar(Universidad Católica de Cuenca., 2022) Morocho Sotamba, Celia Maria; Ordoñez Gavilanes, Magdalena Emilia; 030269320-5Enterprises desire Marketplace positioning; however, several actions and strategies to enhancing products and pursue consumers’ preferences are required. This study aims at designing marketplace positioning strategies for the Mushuk Pacary Handicrafts Association in Cañar–Ecuador. Descriptive research whit a mixed approach was carried out, using a cross-sectional field design, data collection was carried out in a stratified population of two reporting agents: 1) association members; 2) its target market population where a census and a probabilistic sampling were carried out respectively. Then results showed that members’ training is required in administrative management, marketing, and sales; so it has generated a decision-making failure. It has helped the enterprise expand its market, take advantage of its competitors’ weaknesses, improve its internal processes, and produce higher incomes, helping it achieve recognition. In conclusion, although the target market shows considerable acceptance for the organization’s products, valuing attributes like quality, it is necessary to redirect the marketing strategy to achieve the desired positioning. Keywords: organization, positioning, marketing strategies, female entrepreneurship.