Implementación de canal directo de distribución a clientes en la ciudad de Guayaquil. Caso : Thanis Sport S.A.

Abstract

The present research project has the purpose of theproposal of the implementation of a direct channel of distribution for clients of the city of Guayaquil for the company Thanis Sport S.A. The objective of this research is to7 develop a brand positioning strategy for the Thanis company that will help fromthe inside of the company in the improvements of its administrative processes through a study of the company's shortcomings through a process plan, the implementation of A direct channel of distribution and loyalty strategies for the final consumer. The methodology applied for this research projectwas qualitative through interviews with people related to the company and this type of projects. We also applied a quantitative methodology through surveys to know the demand of customers and take into account the needs and preferences of the potential client. This investigation will allow Ecuadorian’s micro-enterprises suffering from similar failures like company Thanis Sport S.Ais throwing. To have a clearer idea of how to create a brand positioning and loyalty strategies to achieve their goals.