Estudio de posicionamiento de marca en la empresa familiar Pepe el Toro en Chimbote-Ancash en el año 2021

• Autor: Servat Quezada, Jose Luis Berenger
• Formato: tesis de grado
• Fecha de Publicación: 2021
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/14985
• Enlace del recurso: https://hdl.handle.net/20.500.12724/14985
• Nivel de acceso: acceso abierto
• Materia: Branding (Marketing); Empresas de transporte; Transporte de mercancías; Carriers; Freight and freightage; https://purl.org/pe-repo/ocde/ford#5.02.04

The main objective of this research work is to demonstrate the level of Branding by the PEPE EL TORO SAC truck company and to develop a management improvement proposal through knowledge of the subject, the application of the pillars of Branding and sustainable reputation. For such research, a quantative study was carried out taking into consideration the perceptions of the company’s administrative staff and current and previous clients of the organization, for which interviews and surveys were conducted based on the variables. Chapter I includes the definition of the problem about why it was decided to carry out this investigation, the corresponding objectives will be set. Chapter II focus on the theoretical framework and background of the topic under investigation. He referred to the current and future context. Chapter III aims to raise the hypothesis of the work, as well as the definition of the variables and sub-variables of the subject in question. Chapter IV focus specifically on the analysis of the results obtained from the survey of current and former clients of PEPE EL TORO company. For this survey the Linkert method was used with a total of 30 questions. Chapter V and last of this research is intended to interpret the results of the research and then design an improvement plan and recommendations adapted and oriented to the case of the PEPE EL TORO SAC.