Plan de branding para el posicionamiento de la planta procesadora de frutas de la parroquia Bayushig, cantón Penipe en la provincia de Chimborazo

Abstract

The objective of this study is the "Development of a branding plan for the positioning of the fruit processing plant of Bayushig", Starting with research that has solved similar problems in positioning-related fields through branding and extensive bibliographical support on the variables involved in the proposed plan. The methodology had a quantitative approach by collecting data from a specific sample that was submitted statistically and qualitatively through an interview with the person in charge of the company under study. The research was descriptive when studying each variable without manipulating it. The type of study was non-experimental cross-sectional. On the other hand, the methods involved were inductive, deductive, and analytical-synthetic. The technique of surveying the target audience with questions that define tastes and preferences of products derived from fruits was necessary to identify the target market. On the other hand, the interview technique for the Technical Planning Coordinator of CONAGOPARE Chimborazo used an interview guide. As an instrument, the findings revealed the importance of visual identification to guarantee the potential client. In the proposal, a situational analysis was the basis for determining internal and external factors that directly or indirectly influence the fruit processing plant. This process used tools such as the internal and external factors evaluation matrix. Other mechanisms involved a matrix of strengths, weaknesses, opportunities, and threats, finally, the strategic matrix. Subsequently, the information collected in this study was the basis to carry out the branding strategies.