Diseño de estrategias de marketing para posicionar la boutique Vogue, en la ciudad de Machala.

Abstract

The use of marketing strategies play a fundamental role for the development of any organization since they are considered as a powerful tool that allows companies to grow at an accelerated pace, as long as it is clear the appropriate means to communicate the message of An effective way to the recipient. Therefore, this study aims to develop suitable strategies to consolidate the Vogue brand in the city of Machala, which specializes in fashion items such as clothing and accessories aimed at the upper middle class. With respect to the methodology used in the research, it was necessary to conduct a review of the scientific literature to better understand the terms related to the subject of study and in turn a semi-structured interview was applied to the general manager at the premises of the premises, with the aim of collecting information about aspects related to the micro and macro environment in which the company operates to obtain an accurate diagnosis of the current situation of the establishment.