Tesis Área Administración

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Browsing Tesis Área Administración by Author "López Quito Joseline"

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    Plan de marketing para el posicionamiento de la Galería Artesanal Khuyay en la ciudad de Cuenca
    (Instituto Superior Tecnológico Particular Sudamericano, 2026) López Quito Joseline
    The objective of this research project is to design a marketing plan that contributes to the positioning of the Khuyay company in the artisan ceramics market in the city of Cuenca. Khuyay is a brand based in Ecuador, dedicated to honoring high craftsmanship with cultural identity, manual processes, and modern design ideas, collaborating with artisans in their own communities. This study is conducted within the artisan ceramics industry, as it is considered an area with strong growth and differentiation potential due to the highly competitive market for industrialized products and low-cost e-commerce sites. These pieces are important because of their high quality and symbolic and cultural value; however, due to the absence of a structured marketing plan, they are not being visible or positioned as they should be in the local market. The research study applies a mixed descriptive and cross-sectional methodological approach. It used qualitative methods with in-depth interviews and mystery shoppers, and quantitative methods with structured survey questionnaires for 374 participants as a sample. The insights provided researchers with information about consumer preferences, buyer willingness to pay, preferred visual style, and the most popular digital channels used to find artisanal brands. It was analyzed using a PESTEL environment, a SWOT matrix, Porter's five forces model, and buyer persona definition to devise a digital marketing strategy based on the conversion funnel (full funnel) for the campaign that could integrate campaigns in Meta Ads, a specialized landing page, and lead management through WhatsApp and a CRM system. A detailed digital marketing plan process will improve Khuyay's position as an industry benchmark for personalized artisanal ceramics in Cuenca, enhance its market visibility, optimize commercial management, and lead to sustainable market growth while maintaining the artisanal character of the product at its core, the study concludes.