Estrategias de diferenciación para la microempresa “brasamaster” de la parroquia la puntilla de la ciudad de samborondón

• Velastegui Peñafiel, Mariella Angelina ^[1] ; Bonín Campos, Edith Vanessa
  1. [1] Tecnológico Universitario de Formación
• Localización: Prohominum: Revista de Ciencias Sociales y Humanas, ISSN-e 2665-0169, Vol. 4, Nº. 1, 2022 (Ejemplar dedicado a: Enero - Marzo), págs. 196-218
• Idioma: español
• Títulos paralelos:
  • Differentiation strategies for the microenterprise "brasamaster" of the parish the tip of the city of samborondón
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• Resumen
  • español

    La microempresa “BrasaMaster” se encuentra ubicada al norte de la Ciudad de Guayaquil. Se dedica a la comercialización de parrillas de asar y es representante oficial de marcas importadas como Char-Broil y  Oklahoma Joe’s. Para determinar optimiza la microempresa BrasaMAster a través de la realización de estrategias de diferenciación, planeándose como objetivo Diseñar estrategias de diferenciación para la microempresa “BrasaMaster”, en la parroquia la Puntilla de la ciudad de Samborondón. Metodología empleada se construyó bajo un enfoque misto cualitativo y cuantitativo, modalidad de proyecto factible con apoyo en una revisión documental e indagación de campo. Las técnicas de recolección empleada fue la encuesta y para el análisis de los datos se empleó la estadística descriptiva. La muestra quedó constituida por 50 clientes. Los resultados evidenciaron debido a la existencia de varias marcas de parrillas de asar que hacen ver a los asadores como un producto commodity, que no presenta diferencia alguna en calidad frente a su competencia en el mercado, lo que afecta la comercialización de las parrillas por lo que se propone estrategias de diferenciación que permitan distinguir la marca en el mercado.

    ABSTRACTThe microenterprise "BrasaMaster" is located north of the city of Guayaquil. He is engaged in the marketing of grills and is an official representative of imported brands such as Char-Broil and Oklahoma Joe’s. To determine optimizes the  BrasaMAster microenterprise through the realization of strategies of differentiation, planning as objective Design strategies of differentiation for the microenterprise "BrasaMaster", in the parish of La Puntilla of the city of Samborondón. The methodology used was based on a qualitative and quantitative approach, a feasible project modality supported by a documentary review and field investigation. The collection techniques used were the survey and descriptive statistics were used for data analysis. The sample consisted of 50 customers. The results showed due to the existence of several brands of grills that make the grills look like a commodity product, which does not present any difference in quality compared to its competition in the market, which affects the marketing of the grids so it is proposed differentiation strategies that allow to distinguish the brand in the market.

     

  • English

    The microenterprise "BrasaMaster" is located north of the City of Guayaquil. It is dedicated to the commercialization of barbecue grills and is the official representative of imported brands such as Char-Broil and Oklahoma Joe's. To determine the optimization of the BrasaMAster microenterprise through the implementation of differentiation strategies, planning as an objective Designing differentiation strategies for the "BrasaMaster" microenterprise, in the La Puntilla parish of the city of Samborondón. The methodology used was built under a mixed qualitative and quantitative approach, a feasible project modality supported by a documentary review and field research. The collection techniques used were the survey and descriptive statistics were used for data analysis. The sample was constituted by 50 clients. The results evidenced due to the existence of several brands of grills that make grills look like a commodity product, which does not present any difference in quality compared to its competition in the market, which affects the commercialization of the grills that proposes differentiation strategies that allow distinguishing the brand in the market.