Análisis de mercado para posicionar la imagen de una empresa comercializadora de productos camaroneros de la ciudad de Machala.

Abstract

It is important to conduct a positioning study, since this type of research provides management with valuable information for an appropriate decision-making process in relation to the presentation of actions and objectives for positioning the organization. Positioning aims to locate the image of a specific product or company in the mind of the community or in the target market so that it emerges before consumers as the entity that meets the best attributes for the satisfaction of its requirements. In this context, the objective of the research is to carry out a market analysis for the image positioning of a shrimp product trading company in the city of Machala. The methodology consisted in a descriptive level investigation, where a survey was applied to the heads of acquisitions in shrimp companies; the investigation was also correlational because it was possible to identify the factors that affect when positioning a company. The results of the market analysis allowed to characterize the company under study is the aspects of recognition, differentiation and positioning strategies; What I contribute to the establishment of the respective recommendations will contribute to better the image and position of the organization.