Estrategias de posicionamiento de marca en Puerto Rico y Estados Unidos para la pyme exportadora Pettacci, utilizando como herramienta el neuromarketing
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2016
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Universidad de La Salle. Facultad de Economía, Empresa y Desarrollo Sostenible – FEEDS. Finanzas y Comercio Internacional
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El marketing es un elemento fundamental para el crecimiento de las empresas, en este se pueden evidenciar las estrategias que se pueden aplicar para satisfacer las necesidades de los clientes. No obstante la empresa Pettacci no ha tenido un eficiente manejo en esta área para posicionar mejor la marca en los mercados que ha incursionado. Por lo cual, se traza como objetivo principal en este trabajo, formular estrategias que ayuden a la empresa a posicionar su marca en los mercados de Estados Unidos y Puerto rico utilizando algunos elementos del neuromarketing, acorde con el contexto de los mercados y el consumidor de cada uno de los países mencionados. Para realizar esto se utilizan fuentes primarias y secundarias de información en la que se destacan como instrumentos de recolección de datos, la revisión de informes sectoriales y casos de estudio de empresas; al igual, que la realización de entrevistas de tipo cualitativo.En consecuencia, se obtiene como resultado que es viable para la empresa Pettacci la utilización de estrategias aplicando el neuromarketing, sin embargo para que la empresa Pettacci logre mejorar el posicionamiento de la marca en Puerto Rico y Estados Unidos de una manera focalizada debe generar una reorientación de la parte comercial y definir mejor su mercado objetivo, esto con el fin de que los elementos del neuromarketing que se le sugiere utilizar sean una herramienta fundamental para generar el éxito.
Marketing is a key business growth element; this can be evidenced strategies that can be applied to meet the needs of customers. However the company has not had Pettacci efficient management in this area to better position the brand in the markets that has penetrated. Therefore, it is drawn as the main objective in this work; formulate strategies that help the company to position its brand in the US markets and Puerto Rico using some elements of neuromarketing, according to the context of the markets and the consumer each of these countries. To do this primary and secondary sources of information on which stand out as data collection instruments, review of industry reports and case studies of companies are used; like, that conducting qualitative interviews. Consequently, we obtain the result that is viable for the company Pettacci using strategies using neuromarketing, however for the company Pettacci achieve better positioning of the brand in Puerto Rico and the United States in a focused manner to generate a reorientation the business side and better define your target market, this in order that the elements of neuromarketing is suggested that use be an essential tool to generate success.
Marketing is a key business growth element; this can be evidenced strategies that can be applied to meet the needs of customers. However the company has not had Pettacci efficient management in this area to better position the brand in the markets that has penetrated. Therefore, it is drawn as the main objective in this work; formulate strategies that help the company to position its brand in the US markets and Puerto Rico using some elements of neuromarketing, according to the context of the markets and the consumer each of these countries. To do this primary and secondary sources of information on which stand out as data collection instruments, review of industry reports and case studies of companies are used; like, that conducting qualitative interviews. Consequently, we obtain the result that is viable for the company Pettacci using strategies using neuromarketing, however for the company Pettacci achieve better positioning of the brand in Puerto Rico and the United States in a focused manner to generate a reorientation the business side and better define your target market, this in order that the elements of neuromarketing is suggested that use be an essential tool to generate success.
Palabras clave
Desarrollo empresarial, Mercadeo - Puerto Rico, Mercadeo - Estados Unidos, Pettacci - Planificación estratégica, Mercadeo - Investigaciones