Diseño de estrategias de posicionamiento para la empresa DOM HUT en la ciudad de Guayaquil.

Abstract

This project deals with the fast food market based on pizzerias, which currently continues to grow. In the city of Guayaquil there are many brands of international pizzerias already positioned, giving way to small enterprises called artisanal pizzerias, the DOM HUT brand has been operating in the market for 4 years, analyzing its current situation it is in a market that tends to be attractive this because it is currently positioned in a saturated operations space since there are many small and medium-sized brands in the middle, a market investigation was carried out to determine the situation in which the brand was, conducting interviews and a survey to determine future decisions in the market, where 95% of the brand is unaware of the DOM HUT brand while 5% know the brand through delivery apps or family and friends, so a positioning strategy will be applied to consumer's mind and finally analyze its financial viability.