La imagen corporativa y el desarrollo en la participación de mercado del sector de faenamiento de aves en la provincia de Tungurahua: Caso Avícola de Faenamiento Super Pollo

Abstract

The Chicken Poultry Company Super Pollo, currently addresses the corporate image in an empirical way, for this reason arises the need to conduct a study of the subject, so that workers identify with the organization and have a better position in the market. In order to obtain a theoretical foundation and real knowledge, an investigation was made of bibliographic references, related to corporate image, brand as a competitive advantage, corporate social responsibility, dissemination and positioning. This project has been developed with the purpose of investigating and the lack of corporate image of the company Super chicken affects its ability to acquire new customers and positioning in the market. The information was obtained with the application of a questionnaire, to have a statistical analysis through a univariate and bivariate analysis, which also allowed to establish correlations between the study items. As results obtained, it has been determined that the corporate image of a company is the main strategy to achieve competitiveness in the market. It is also important to pay attention to disadvantages such as the lack of knowledge of the workers in the mission, vision, corporate values and The absence of the implementation of brand improvement strategies and market share. In order to provide a solution, a corporate image model was established in the company Avícola de Faenamiento Super Pollo, with strategies aimed at spreading the importance of the corporate image to the workers, such as projecting the brand to customers and consumers. Also the application of promotion techniques and distribution channels, through the permanent study of new markets