Imagen y posicionamiento de "Óptica 2000" de Jaén
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2015-07-07
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Jaén: Universidad de Jaén
Resumen
[ES] Este trabajo se realiza con el objetivo de estudiar la imagen y el posicionamiento de “Óptica 2000” en la localidad de Jaén, con referencia a siete ópticas competidoras. Para ello, se realiza un análisis de la situación de partida a nivel interno y externo. Se detallan las variables del marketing-mix de la empresa, se realiza un análisis PESTEL, se estudian las cinco fuerzas competitivas de Porter, y se describe la demanda de los productos ópticos; para concluir con la matriz DAFO. Posteriormente, en el marco empírico se recogen los procedimientos (entrevistas personales y cuestionario) para obtener la información adicional necesaria, explicando la metodología, objetivos y proceso. A continuación, se analizan los datos obtenidos mediante el programa estadístico SPSS y se elabora el mapa de posicionamiento con el software del manual Santesmases (2007). Para finalizar, se detallan las conclusiones obtenidas y las recomendaciones para la gestión.
[EN] This work is done with the objective of studying the image and positioning of "Óptica 2000" in Jaen, with reference to seven competing optician. To do this, an analysis of the initial situation, internally and externally has been done. The variables of the marketing mix of the company have been studied, a PESTEL analysis has been done, the Porter´s five competitive forces have been analysed, and the demand for optical products have been described. In order to conclude the DAFO matrix is exposed. Later, in the empirical framework, the procedures (personal interviews and questionnaire) are presented in order to collect further essential information, explaining the methodology, objectives and process. Then, the obtained data are analyzed using SPSS statistical software and the positioning map has been elaborated with the software provided from Santesmases (2007) handbook. At last, the conclusions and the managerial recommendations are described.
[EN] This work is done with the objective of studying the image and positioning of "Óptica 2000" in Jaen, with reference to seven competing optician. To do this, an analysis of the initial situation, internally and externally has been done. The variables of the marketing mix of the company have been studied, a PESTEL analysis has been done, the Porter´s five competitive forces have been analysed, and the demand for optical products have been described. In order to conclude the DAFO matrix is exposed. Later, in the empirical framework, the procedures (personal interviews and questionnaire) are presented in order to collect further essential information, explaining the methodology, objectives and process. Then, the obtained data are analyzed using SPSS statistical software and the positioning map has been elaborated with the software provided from Santesmases (2007) handbook. At last, the conclusions and the managerial recommendations are described.