Differentiation strategies for the microenterprise "brasamaster" of the parish the tip of the city of samborondón

Abstract

The microenterprise "BrasaMaster" is located north of the City of Guayaquil. It is dedicated to the commercialization of barbecue grills and is the official representative of imported brands such as Char-Broil and Oklahoma Joe's. To determine the optimization of the BrasaMAster microenterprise through the implementation of differentiation strategies, planning as an objective Designing differentiation strategies for the "BrasaMaster" microenterprise, in the La Puntilla parish of the city of Samborondón. The methodology used was built under a mixed qualitative and quantitative approach, a feasible project modality supported by a documentary review and field research. The collection techniques used were the survey and descriptive statistics were used for data analysis. The sample was constituted by 50 clients. The results evidenced due to the existence of several brands of grills that make grills look like a commodity product, which does not present any difference in quality compared to its competition in the market, which affects the commercialization of the grills that proposes differentiation strategies that allow distinguishing the brand in the market.