Análisis del posicionamiento asociado a la imagen de EMPAQPLAST en el mercado de distribuidores mayoristas en Guayaquil.

Abstract

The analysis of EMPAQPLAST S.A.'s positioning in the wholesale market of Guayaquil aims to evaluate the company's perception and competitiveness. Specific objectives include diagnosing the current image, conducting a literature review on marketing and positioning, and identifying key attributes through market research techniques. The study employs a quantitative approach, using a methodology that includes structured surveys to collect data on brand perception, preference, satisfaction, and willingness to recommend. Additionally, the competition is analyzed in terms of marketing strategies, strengths, and weaknesses. The sample, obtained through simple random sampling, consists of 60 wholesale distributors in Guayaquil, mostly young men with university degrees, in roles such as owners, employees, and managers. Quantitative results show that most respondents have a positive perception of EMPAQPLAST, highlighting product quality as the most valued attribute, followed by price and customer service. However, some aspects such as product variety and after-sales service require improvements. Qualitative results from interviews confirm EMPAQPLAST's good reputation, valued for its professionalism and personalized attention. Areas for improvement include product customization and online platform optimization. In conclusion, EMPAQPLAST has a solid image in the wholesale market of Guayaquil but must continue improving in quality, customer service, and innovation. Recommendations include better communicating its differentiating attributes, enhancing quality and service, strengthening online presence, and continuing to invest in research and development to maintain its competitiveness.