Estrategias de posicionamiento de marketing online para Surtimayorista Corabastos
Resumen
Surtimayorista Corabastos es una marca nueva en el mercado mayorista orientada a profesionales de negocios, para la cual se busca establecer estrategias de posicionamiento de marketing online que le permita adquirir mayor participación de mercado, aumentar sus ventas, agilidad en el proceso de compra, reducir costos y brindarle mayor rentabilidad al cliente profesional. El objetivo de este proyecto es plantear estrategias que le permitan a Surtimayorista Corabastos ubicado en el sector de Kennedy, posicionarse como uno de los mayoristas líderes del mercado, con acciones de marketing online. Viendo ese panorama, ¿Surtimayorista tendrá la posibilidad de ampliar su mercado y ganar participación posicionándose en la mente de sus clientes como la mejor opción económica impulsado en los próximos años por el uso del marketing digital? Para responder esta pregunta, se utilizó una metodología cualitativa y cuantitativa a través de encuestas y entrevista a profundidad, así como comparación de precio con su competencia directa.
Los resultados encontrados nos arrojaron que el consumidor final percibía a Surtimayorista como una opción económica, pero para el tendero y profesional del negocio, encontraba más opciones de ofertas a nivel distrital en precios por debajo hasta de un 7%, con plazos de pagos, entregas a la puerta de su negocio (para ellos el tiempo es un factor importante), otros no habían experimentado el servicio y experiencia de compra con Surtimayorista.
Abstract
Surtimayorista Corabastos is a new brand in the wholesale market and it is oriented to professionals in business, which it tries to establish marketing online positioning strategies letting to acquire more participation in the market, increase the sales, the agility in the purchase process, reduce costs and provide greater profitability to the professional client. The target of this project is posing strategies that lets to Surtimayorista Corabastos located in the Kennedy sector, position itself as one of the market's leading wholesalers, with actions in marketing online. Watching this panorama, Does Surtimayorista have the chance to extend its market and earn participation position itself in the client’s mind as the best economic option boosting into the next years using digital marketing?
To answer to this question, it was necessary to use a qualitative and quantitative methodology through surveys and in-depth interviews, as well as the comparison of prices with its direct competition. The found results indicated that the final client perceived to Surtimayorista as an economic option, but the storekeeper and the professional in business found more options of offers at the district level in prices below up to 7%, with payment deadlines, deliveries at the door of their business (for them time is an important factor), another’s had not experienced the service and shopping experience with Surtimayorista. Bearing this in mind, it is recommended that the company venture and be a pioneer in online wholesale sales offering added value to its customers to purchase products at low cost with deliveries at the door of your business and streamline your purchases while serving your own business, increase their database with potential customers through training courses and guidelines that lead them to become into frequent purchases and perceive the brand as a company with low prices and social responsibility with the personal development of its employees, society and the country.
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