Desarrollo de estrategias de crecimiento y posicionamiento. Caso: la bisabuela.

Abstract

Nowadays, companies of indifferent magnitude need the marketing area to know the current situation of the market and based on the results, the best decisions must be made to implement adequate strategies, avoid all risks, defend against the competition, and always be a step forward to achieve efficiency and therefore achieve business success. The main objective of this study is to study the Igor Ansoff matrix and the positioning strategy to establish suitable actions for the company La Bisabuela, with the purpose of persuading potential clients to convert them into new clients and forming close relationships in order to loyalty. The methodology of the research is quantitative-descriptive, the survey instrument is used to collect real and objective information through the Likert scale. The most outstanding results of the study are manifested in the demographic aspect, preference of the types of promotions, the variable that most affects the positioning to obtain a unique differentiation, and the most used means of communication. Finally, it concludes with the development of positioning and loyalty strategies according to the type of client and the proposed objective.