Browsing by Author "Alonso-Castro, Raul Fernando"

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    Estrategias de posicionamiento de marca para la empresa RAPIMERCAR en el sector de Fontibón (BOGOTA)
    Rozo-Cubillos, Leidy Johana; Alonso-Castro, Raul Fernando; Pedraza-Carreño, Carlos Arturo; Nuñez-Chaparro, Hugo Alberto; Ávila Castañeda, Ángel Leonardo
    The purpose of this improvement plan is to generate the marketing strategies to be developed by the company Rapimerca, which has provided the supermarket service for 20 years in the Fontibón sector (Bogotá), in order to renew its brand positioning and that this entails to its increase in sales, because in the sector supermarkets and discount stores have increased, generating high competition and low current sales, it is desired to generate actions to relaunch the supermarket, advertising, benchmarking, new technologies and inclusion of stakeholders, to improve the image in front of their current and potential clients. The main shortcomings of the company in terms of positioning in the market are analyzed through a study that evaluates the context in relation to its competitors, clients and market recognition, aspects from which strategies were designed to increase its brand recognition, thus increasing their sales and profitability.