Análisis del posicionamiento de la imagen de la marca Ferro Torre en el mercado del Acero.

Abstract

The analysis of Ferro Torre's brand positioning in the steel market in Guayaquil aimed to identify areas for improvement to strengthen its image, reinforce its competitive position, and enhance its economic and social contribution in the city. It was mixed research, combining qualitative and quantitative methods to gain a comprehensive understanding of the subject. The methodology included structured interviews and surveys with customers and employees, as well as statistical analysis of the data obtained. The results revealed a generally positive perception of the brand and its products, with high ratings for quality and customer service. However, areas for improvement were identified in terms of product availability, personalized attention, and brand communication. Additionally, the importance of social and environmental responsibility was emphasized to strengthen the brand's image and position in the market. The quantitative analysis provided detailed information on the brand perception in different market segments, as well as on the factors influencing purchasing decisions. On the other hand, the qualitative analysis allowed a better understanding of the needs and preferences of customers and employees, as well as identifying areas of opportunity to improve the brand's positioning. These research findings offer a comprehensive view of Ferro Torre's brand positioning in the steel market in Guayaquil, as well as specific recommendations to improve its image and strengthen its competitive position. These recommendations range from strengthening product availability to promoting social and environmental responsibility, with the aim of driving growth and sustainability of the company in the local market.