Análisis de la percepción y posicionamiento de las marcas de colchones en la ciudad de Cuenca.

Abstract

The current essay aims to analyze the perception and positioning of mattress brands in the city of Cuenca. For this, three specific objectives were established: determine the conceptual bases, carry out the strategic situational analysis and identify the marketing strategies used by the main companies in the mattress sector. In the strategic situational analysis, the PESTA tool was used, carrying out an examination of the environments: political, economic, social, technological and environmental that affect or favor companies; In addition, the sector was analyzed through Porter's five competitive forces, to visualize the competition and the factors that intervene in its performance. Finally, an exploration of the marketing strategies implemented by companies in the mattress sector was carried out. It was found that the companies most accepted by clients are Chaide and Paraíso; These present a great variety in their lines, as well as prices and form of payments. In the study, Chaide stands out as the preferred brand even with less accessible prices; although, it should be noted that of all the brands this is the one that offers the longest warranty time for its products. In addition, it was found that cheaper brands such as El Cisne and El Dormilón, based in Cuenca, do not enjoy a good position, are less well-known brands and their sales are minimal compared to the leading brands. Concluding that, in the current mattress industry competition, Chaide and Paraíso lead the market with wide preference within the city of Cuenca.