Propuesta de estrategias de marketing para el posicionamiento de la marca automotriz Opel en la ciudad de Guayaquil.

Abstract

This study focuses to show different proposals for strategies for the positioning of the Opel automotive brand in the city of Guayaquil. In addition, it also seeks to increase knowledge of it, improving its perception, through an investigation of the automotive market, also analyzing the competition that currently exists, in order to find the target audience. Throughout this study, we will seek to develop the best marketing techniques for the positioning of automotive brands currently used through different phases, so that they provide the brand with a unique value. Also in this study, its feasibility and reception in the Guayaquil market will be analyzed through monitoring and evaluating of the results.