Browsing by Author "Salinas Cruz, Magaly de las Mercedes"

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    Sistema estratégico de penetración en el mercado para marcas de licores en la provincia de Tungurahua
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2018-04) Pérez López, Christian Sebastián; Salinas Cruz, Magaly de las Mercedes; Chimborazo Azogue, Luis Edwin
    The commercial and industrial organization Don Guido S.A., is a liquor company that was created in 1978 by Guido Palacios and Violeta Santana, in order to provide all its customers with the best quality liquors. In 1980 it began its operation with the brands TOROG and COCO and CAÑA, the same that undoubtedly are part of the history of Ambato and Tungurahua. This research work on strategic market penetration systems, aims to propose a strategy of penetration to increase sales in the province of Tungurahua, Ecuador, the vodka Woytek, Licores Don Guido, brand new unknown in the market of the aforementioned locality. For this, after an exhaustive bibliographical and field reference, it was established that the quality of the product is very important, regulate the distribution channels, determine strategies oriented to the positioning of the brand and correctly capture the customer's attention. In order to achieve the desired goals, a survey aimed at the public between 18 and 25 years of age was carried out, as a sample of our target audience obtained a total of 52 surveys. Achieve the recognition of the quality of the product by the client's contribution, for which, an application model of the strategic system was established, in which three phases are proposed, the first, a situational diagnosis is made, and the objectives are defined, the second, strategies are established and action plans are defined, the third, the marketing mix is designed and its budget is determined, to finish with the execution.