Diseño de un plan estratégico de imagen corporativa para el posicionamiento de la empresa de muebles RILA.

Abstract

In recent years furniture manufacturing and marketing companies have neglected the factors that contribute to the growing importance of the corporate image. One of these is accelerated life cycles of the products in a turbulent business environment, competitiveness and globalization is still a catalyst in which corporate image programs seek ways to make their reputation known to distant markets. While companies expand their operations internationally, or even nationally, through acquisitions, there is a danger that branches, geographically dispersed, project different or different imagens that harm the synergy between them and their productivity are affected. Other factor which stimulates the current interest in the corporate imagen in the growing expectation of being socially responsible that people request of companies, as in the case of Mueblería Rila. Currently, many consumers consider the environmental and social image in their acquisitive decisions making. This research work for possible publication with the theme “Design of a strategic plan of corporate imagen for the positioning of the furniture company RILA”. It arises due to the entire company requires a corporate imagen which allows it to be identified, for this strategic resources and key factors of business management. It stresses that three questions should be clear that defines what is the company? Who does the company do? And Where does the company want to go?. Thus, the concise and correct study of the application of the corporate image allowed the systematic impulse to carry out the investigation. The quali- quantitative modality was used because it relies on the numerical mediation, the count and the use of descriptive statistics for the analysis and interpretation of results that allowedthe hypothesis to be verified.