Estrategias para el posicionamiento de la marca polybon en el mercado de almacenes minoristas textiles en la ciudad de Bogotá

Abstract

The present academic project carried out by their respective authors seeks to expose in practice all the elements learned in the Specialization in Marketing Management in order to contribute with the improvement of the positioning of the Polybon brand in the market of textile retail stores in the city of Bogotá of the company Comertex. The company Comertex is a textile trading company that has more than 40 years of experience with headquarters in Bucaramanga - Colombia has a wide portfolio of products with different uses. Several companies have a major impact in the Colombian textile industry being this one the factors that helps de development of the economy in Colombia. Comertex is a company that is in charge of textile and household products, Polybon is brand that will be posicionating as a brand of fabric distinguished by it´s quality, in another way the brand also can have an ecological aspect that can have an impact in the city of Bogota. The goal of this project is to create marketing strategies that allow brand positioning of Polybon to be the leading brand in the market of textiles warehouse, to achieve this objective our research question is: ¿Which are the strategies to position the fabric brand Polybon in the market of textiles warehouse in the retail segment in the city of Bogotá. The research question is resolved through the diagnosis of the brand, to become the leader in this market, we keep in mind several aspects that can alter our results, among them we can find economic, social, politics, technologic and legal