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Plan de marketing para reposicionar la marca Besitos Fiesta, Ciudad de Guayaquil, año 2017

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  • Diana Anabelle Rivas Pincay

Abstract

La aplicación objetiva de estrategias de marketing para el aseguramiento de participación de mercado y poder competitivo de un producto es vital, los esfuerzos inmersos en promover sus beneficios forman parte de las perspectivas que el consumidor final pueda tener referente a una marca. Por tanto, este estudio enfoca su propósito en definir cómo la marca de malvaviscos, Besitos Fiesta, puede reposicionarse en el mercado guayaquileño; partiendo de un análisis sobre la problemática que presenta la marca y un estudio sobre el entorno competitivo para integrar los hallazgos por medio de las estrategias y tácticas más convenientes acorde a la condición del mercado de confites de la ciudad de Guayaquil.

Suggested Citation

  • Diana Anabelle Rivas Pincay, 2017. "Plan de marketing para reposicionar la marca Besitos Fiesta, Ciudad de Guayaquil, año 2017," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 234, August.
    • Handle: RePEc:erv:observ:y:2017:i:234:43
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    la marca Besitos Fiesta.;

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