Estrategias de marketing para el posicionamiento de marca de la empresa “La casa del chocolate” en la ciudad de Cuenca

Abstract

This research focuses on proposing marketing strategies to achieve the brand positioning of the company "La Casa del Chocolate." It should be noted that the company is a family business whose objective is the cultivation and production of organic bitter chocolate, a project that was born from the idea of finding a productive and profitable alternative in the city of Cuenca. Qualitative and quantitative methodology was used for this research. A questionnaire survey instrument was applied and field research was conducted. These inputs allow the company to know the preferences of consumers, as well as the competition in the area. Among the main results, it can be noted that there is still an unsatisfied demand for the product of organic bitter chocolate, which gives the company the opportunity to expand its production in Cuenca. The economic study was able to obtain financial indicators that reflect positive results, showing that there is profitability and viability in the project being carried out.