Estrategias de posicionamiento: desarrollo de marca de la Lubricadora Tropicars del cantón jama.

Abstract

The overall objective of this study was to analyze the most effective positioning strategies for Tropicars Lubricator to consolidate its presence in the market and improve customer experience. A mixed methodology was applied, combining quantitative and qualitative approaches. Structured surveys were conducted with current and potential customers and complemented with observation and interviews to achieve a deep understanding of consumer expectations and profiles. To ensure data reliability, SPSS version 25 software was used. The results highlight that Tropicars' main differentiator is service quality, perceived as a key factor for customer satisfaction and loyalty. However, the research also revealed that there is an opportunity to modernize the brand's visual identity, which would help consolidate its position in an increasingly competitive market. In addition, a stronger digital presence, especially on social networks such as Facebook and WhatsApp, is considered essential to attract new customers and improve interaction with existing ones. The final conclusions suggest that Tropicars should focus on reinforcing its focus on service quality, adopting a modern visual image and expanding its digital presence to increase its visibility and market appeal.