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Estrategias de posicionamiento de Radio libre del cantón Babahoyo
| dc.contributor.advisor | Rodríguez Gómez, María Alexandra | |
| dc.contributor.author | Jumbo Cabrera, Maria Estefanya | |
| dc.date.accessioned | 2020-05-01T01:49:48Z | |
| dc.date.available | 2020-05-01T01:49:48Z | |
| dc.date.issued | 2020 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/7559 | |
| dc.description | The present case study was carried out on Radio Libre 93.9 FM, in the city of Babahoyo, the central theme of analysis is the positioning strategies that the company has applied in recent years. The objective is to identify the tactics used by this broadcaster to obtain a higher audience rate, which allows highlighting the positive aspects, as well as the weaknesses that it presents in its implementation, so that certain aspects related to continuous improvement can be suggested. The main problems detected in the design of positioning strategies are related to shortcomings in the basic functions of administrative processes, that is, it is not planned effectively, the organization lacks specificity, management does not always establish clear guidelines and the Control is not concurrent. To obtain the pertinent information, two research techniques have been used, the first is the interview directed to the radio director and the second has been conducted to the general public. The results have shown that Radio Libre 93.9 has reached an important position in the local market, however, there is a market share that has resistance to listen to the programming presented in it. The research paper concludes by stating that the communication company makes use of digital marketing, but requires more momentum in this regard to obtain more and better results. | es_ES |
| dc.description | The present case study was carried out on Radio Libre 93.9 FM, in the city of Babahoyo, the central theme of analysis is the positioning strategies that the company has applied in recent years. The objective is to identify the tactics used by this broadcaster to obtain a higher audience rate, which allows highlighting the positive aspects, as well as the weaknesses that it presents in its implementation, so that certain aspects related to continuous improvement can be suggested. The main problems detected in the design of positioning strategies are related to shortcomings in the basic functions of administrative processes, that is, it is not planned effectively, the organization lacks specificity, management does not always establish clear guidelines and the Control is not concurrent. To obtain the pertinent information, two research techniques have been used, the first is the interview directed to the radio director and the second has been conducted to the general public. The results have shown that Radio Libre 93.9 has reached an important position in the local market, however, there is a market share that has resistance to listen to the programming presented in it. The research paper concludes by stating that the communication company makes use of digital marketing, but requires more momentum in this regard to obtain more and better results. | es_ES |
| dc.description.abstract | El presente caso de estudio se ha realizado en Radio Libre 93.9 FM, de la ciudad de Babahoyo, la temática central de análisis es las estrategias de posicionamiento que la empresa ha aplicado en los últimos años. El objetivo es identificar las tácticas empleadas por esta radiodifusora para obtener un mayor índice de audiencia, lo cual permita resaltar los aspectos positivos, así como las debilidades que presenta en su implementación, de modo que se pueda sugerir determinados aspectos relacionados a la mejora continua. Los principales problemas detectados en el diseño de las estrategias de posicionamiento están relacionados con falencias en las funciones básicas de los procesos administrativos, es decir, no se planea de forma efectiva, la organización carece de especificidad, la dirección no siempre establece pautas claras y el control no es concurrente. Para obtener la información pertinente se ha utilizado dos técnicas de investigación, la primera es la entrevista dirigida al director de la radio y la segunda ha sido realizada a la ciudadanía en general. Los resultados han evidenciado que Radio Libre 93.9 ha alcanzado un importante posicionamiento en el mercado local, sin embargo, existe una cuota de mercado que tiene resistencia a escuchar la programación que en esta se presenta. El trabajo investigativo concluye manifestando que la empresa de comunicación hace uso del marketing digital, pero requiere un mayor impulso en este aspecto para obtener más y mejores resultados. | es_ES |
| dc.format.extent | 23 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo, UTB - FAFI 2020 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Estrategia | es_ES |
| dc.subject | Posicionamiento | es_ES |
| dc.subject | Marketing digital | es_ES |
| dc.subject | Comunicación | es_ES |
| dc.subject | Administración. | es_ES |
| dc.title | Estrategias de posicionamiento de Radio libre del cantón Babahoyo | es_ES |
| dc.type | bachelorThesis | es_ES |
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