El Branding y la Cuota de mercado en la empresa Miviltech Soluciones Industriales S.A. de la ciudad de Ambato.

Abstract

The company MIVILTECH SOLUCIONES INDUSTRIALES S.A., is dedicated to the design, production, fitness, development, construction or implementation in terms of use of all types of industrial solutions in the automotive, agricultural, industrial and domestic sphere, as the same elements of different Automotive types used by the industry, for 3 years, in which have had to make several changes to the organizational structure Since being a newly created company must seek new guidelines to boost capital, human talent, marketing and search strategies for transformation to enter better the industrial market of the Tungurahua province in the middle of the Ecuador, since competitiveness is the current trend. So this research work has focused on an analysis of endogenous and exogenous factors on the company and thus adjust processes of transformation in the corporate image, since it is very necessary to develop its own brand with a personality that reflects the values of the company. With information collected through field research applied to internal and external customers it is necessary to implement a plan for branding in the company, since it is necessary for our brand and our products to be differentiated within the central market, preventing future confusion and providing envelope way to the customer in the choice of purchase of industrial solutions also generating an increase of market share in the company, hence the proposal of branding in the company Miviltech S.A was imperative and necessary for the strengthening and development of the business. Thus, the proposal resulting from the investigation, led to identify and design a strategic branding plan, which in the search for new clients will generate competitive advantages by the media to enhance the brand by means of the internet display advertising and promotions.