Positioning strategies in companies in Ciudad Juárez, Mexico.
DOI:
https://doi.org/10.24054/face.v25i1.3581Keywords:
Positioning, strategy, marketing, enterprises, companiesAbstract
Positioning strategies consist of actions and techniques that companies use with the purpose of positioning their brand or products in the minds of consumers, making them perceived differently and relevant to the competition. However, sometimes the owners of small and medium-sized enterprises conduct these strategies, that is, they implement them without knowing their origin and purpose, however, they obtain positive results even when they do them without following a strategic plan for it. The research aimed to determine the challenges and positioning strategies that small and medium-sized business owners implement in the Ciudad Juarez market, Mexico. The research was exploratory and descriptive, transversal based on the interpretative paradigm through the qualitative approach through the method of theory based on interview technique. Among the challenges that small and medium-sized business owners face to position themselves are lack of credibility, market acceptance, high competition, among others. Meanwhile, the positioning strategies they implement are word of mouth recommendation, price-quality comparison, product personalization, interaction with consumers, social networks, promotions, among others.
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