Estudio de mercado para la aplicación de la estrategia de marca propia en la línea de herramientas eléctricas para Comercial Kywi S.A.

摘要

In a country with severe economic complications and with a competitive commercial environment, retailers face with restrictions on the imports of several products. It is required a qualified business search for new strategies to improve their sales, reducing costs and increasing their profit margin. This is the main reason why Comercial Kywi S.A. is studying the creation of a new line of power tools with its own brand, due to its recognition in the market and its brand equity. The advantages, disadvantages and many different factors related with this strategy must be discussed. This is an exploratory study with qualitative and quantitative analysis of the perceptions and opinions of experts and actual clients of this hardware stores chain. Our objective is to know if the new alternative will be favorably received for customers trying to fill the expectations and create success for its implementation.