“Gestión de branding para el posicionamiento de Cable Oriente en la ciudad de Lago Agrio”

Abstract

The purpose of this research work was to develop a Branding Management to improve the positioning of Cable Oriente company in Lago Agrio city. The methodology used is deductive, inductive and synthetic analytical with a qualitative and quantitative approach, using research techniques with their respective instruments: the interview was applied to the administrator of Cable Oriente Company, while the survey was applied to a sample of 381 people of the economically active urban population of Lago Agrio canton. The research is descriptive and the research design is non-experimental and cross-sectional. The type of study is documentary and field. In the results, according to the surveyed population, the most recognized local cable TV and internet company is TV Net with 90%, while Cable Oriente is with 66%, thus proving the idea that the development of a branding management will determine the best strategies to achieve positioning and differentiate from the competition in the market for cable TV and internet services in Lago Agrio city. In the proposal, a situational diagnosis was developed using the MEFE and MEFI matrices to analyze and weigh the internal and external variables that directly or indirectly influence the company, and then to obtain the matrix of strengths, weaknesses, opportunities and threats (SWOT). In this way, to determine the most feasible strategies through the strategic SWOT, which it is recommended to apply in order to improve the company's positioning.