Imagen y posicionamiento de Massimo Dutti de Jaén
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2015-09-08
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Jaén: Universidad de Jaén
Resumen
[ES] Este Trabajo de Fin de Grado consiste en un estudio del posicionamiento de la marca de ropa Massimo Dutti en la ciudad de Jaén. Para ello, en el marco teórico, se presenta la razón de ser de la enseña, así como el análisis interno y externo del entorno en el que compite. Se finaliza dicho apartado con la matriz DAFO. En el marco empírico se elabora una encuesta que permite la recogida de datos sobre el público objetivo al que la marca se dirige en esta ciudad y de los distintos ítems que son importantes para este público a la hora de elegir los productos deseados. En el siguiente apartado se presenta el mapa de posicionamiento de la marca en la ciudad de Jaén, el análisis descriptivo de los datos recogidos y el análisis multivariante que incluye, entre otros, un análisis factorial que confirma que los atributos utilizados en el mapa de posicionamiento conforman la imagen de la marca y un análisis clúster que identifica a los consumidores potenciales en función de la edad y el sexo. A partir de estos resultados se elaboran las conclusiones y se detallan las recomendaciones para la gestión de la marca.
[EN] This final project consists on a research about the Massimo Dutti clothing brand positioning in the city of Jaén. In order to do that, in the theoretical frame, the reason of being of this brand is shown, as well as the interna!and externa!analysis of the environment in which it competes. This section is finished with the SWOT matrix. In the empirical frame, a survey is made to allow the data collection. It deals about the target group to which the brand is focused in this city and the different items that are impmiant for this target group when choosing the desired products. Inthe following section, a positioning map of the brand in the city of Jaén, the descriptive analyses of the data collected are shown. Also, the mul tivariant analyses are shown, they include, among others, a factorial analysis that confirms that the attributes used in the positioning map define the brand image and a cluster analysis that identifies the potential costumers based on the age and the sex. Finally, from these results the conclusions are drawn and the recommendations for the brand management are detailed.
[EN] This final project consists on a research about the Massimo Dutti clothing brand positioning in the city of Jaén. In order to do that, in the theoretical frame, the reason of being of this brand is shown, as well as the interna!and externa!analysis of the environment in which it competes. This section is finished with the SWOT matrix. In the empirical frame, a survey is made to allow the data collection. It deals about the target group to which the brand is focused in this city and the different items that are impmiant for this target group when choosing the desired products. Inthe following section, a positioning map of the brand in the city of Jaén, the descriptive analyses of the data collected are shown. Also, the mul tivariant analyses are shown, they include, among others, a factorial analysis that confirms that the attributes used in the positioning map define the brand image and a cluster analysis that identifies the potential costumers based on the age and the sex. Finally, from these results the conclusions are drawn and the recommendations for the brand management are detailed.