Differentiation strategies for the microenterprise "brasamaster" of the parish the tip of the city of samborondón
Journal Title: Prohominum - Year 2022, Vol 4, Issue 1
Abstract
The microenterprise "BrasaMaster" is located north of the city of Guayaquil. He is engaged in the marketing of grills and is an official representative of imported brands such as Char-Broil and Oklahoma Joe’s. To determine optimizes the BrasaMAster microenterprise through the realizationof strategies of differentiation, planning as objective Design strategies of differentiation for the microenterprise "BrasaMaster", in the parish of La Puntilla of the city of Samborondón. The methodology used was based on a qualitative and quantitative approach, a feasible project modality supported by a documentary review and field investigation. The collection techniques used were the survey and descriptive statistics were used for data analysis. The sample consisted of 50 customers. The results showed due to the existence of several brands of grills that make the grills look like a commodity product, which does not present any difference in quality compared to its competition in the market, which affects the marketing of the grids so it is proposed differentiation strategies that allow to distinguish the brand in the market
Authors and Affiliations
Mariella Angelina Velastegui Peñafiel, Edith Vanessa Bonín Campos
Keywords
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- EP ID EP707956
- DOI 10.47606/ACVEN/PH0101
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