Estrategia de comunicación promocional para la cadena de tiendas Caracol, Sucursal Comercial Villa Clara
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Diaz Carbonell, Yairit
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Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación se realizó en la Cadena de Tiendas Caracol, Sucursal Comercial Villa Clara. Surge esencialmente de la necesidad de implementar estrategias coherentes y efectivas, que permitan posicionar debidamente en el mercado sus tiendas turísticas (Granjita, Caneyes y la Veguita) y especializadas (El Primavera, Photo Club y La Elegante). Tiene como objetivo elaborar una estrategia de comunicación promocional para la empresa. El estudio se llevó a cabo en el período de noviembre del 2010- junio del 2011.
Se utilizó una metodología cualitativa, el método de estudio escogido fue acción-investigación. Se emplearon diferentes técnicas: análisis de documentos y revisión bibliográfica, entrevista en profundidad, observación participante y cuestionario.
Como principal resultado se obtuvo que mediante una estrategia de comunicación promocional en concordancia con las características de los puntos de venta determinados, se pueda mostrar una imagen más ajustada a lo que la empresa y sus tiendas son en sí, marcando la diferencia en el público objetivo. Se prioriza además, el uso de la Promoción, Publicidad y Relaciones Públicas como principales herramientas avaladas por expertos.
Se arriba a conclusiones fundamentales referente a la fiabilidad de la propuesta a partir de los resultados obtenidos. Contiene recomendaciones referidas a la importancia de implementar la propuesta de la estrategia de comunicación promocional para la empresa.
The present investigation was carried out in the chain of stores which belongs to the “Caracol” company in the Commercial Branch of Villa Clara. It arises essentially from the necessity of implementing coherent and effective strategies that allow to position properly their touristy stores in the market (La Granjita, Caneyes and La Veguita) and the specialized ones (El Primavera, Photo Club and El Elegante) .The main objective is to elaborate a strategy of promotional communication for the company. The study was carried out in the period from November 2010 to June 2011. A qualitative methodology was used in the study and the chosen method was action-investigation. There were used different techniques: documents analysis and bibliographical check, interview in depth, participant observation and questionnaire. As main result it was obtained that by means of a strategy of promotional communication in agreement with the characteristics of the certain sale points, it can show an adjusted image of the company and their stores which makes the difference in the objective public. It was also praised as main tools endorsed by experts, the use of the Promotion, Publicity and Public Relations. We could get to the conclusions with respect to the reliability of the proposal starting from the obtained results. It contains recommendations referred to the importance of implementing the proposal of the strategy of promotional communication for the company.
The present investigation was carried out in the chain of stores which belongs to the “Caracol” company in the Commercial Branch of Villa Clara. It arises essentially from the necessity of implementing coherent and effective strategies that allow to position properly their touristy stores in the market (La Granjita, Caneyes and La Veguita) and the specialized ones (El Primavera, Photo Club and El Elegante) .The main objective is to elaborate a strategy of promotional communication for the company. The study was carried out in the period from November 2010 to June 2011. A qualitative methodology was used in the study and the chosen method was action-investigation. There were used different techniques: documents analysis and bibliographical check, interview in depth, participant observation and questionnaire. As main result it was obtained that by means of a strategy of promotional communication in agreement with the characteristics of the certain sale points, it can show an adjusted image of the company and their stores which makes the difference in the objective public. It was also praised as main tools endorsed by experts, the use of the Promotion, Publicity and Public Relations. We could get to the conclusions with respect to the reliability of the proposal starting from the obtained results. It contains recommendations referred to the importance of implementing the proposal of the strategy of promotional communication for the company.