EVOLUCIÓN DE PRESENCIA DE MARCA Y AFECTACIÓN EN VENTAS DE SUZUKI ECUADOR DURANTE LOS ÚLTIMOS 3 AÑOS.

Abstract

Suzuki, in Ecuador is established as a recognized brand in the motorcycles market. Until 2015, Suzuki did not have created a brand identity, Because there was not exista n element of referential association. People did not relate Suzuki to a character, situation, or objec. During the years 2014 and 2015, the sale budgets were affected by this problema. Comandato S.A. is the company that has the exclusive representation for sale and distribution, having in its motorcycle portfolio 2 segments. High Cylinder are the sports or ride bikes and Low Cylinder or work motorcycles. Suzuki has been losing participation and recording in the market due to the low investment in advertising, lack of participation in events, motorcycle races and deficiencies of inventory in the stores of Comandato. The study is based on market research, Suzuki sales floor surveys and competitions, and sale budgets, explaining how the brand has evolved and how it took over the motorcycle market.