bachelorThesis
Evaluación de la efectividad de la marca “Arroz Don Cabe” en el ámbito de la percepción de marca usando una herramienta de simulación computacional
Fecha
2014Autor
De León Burgos, Maria Fanny
Medrano Gallo, Camila
Salas Zambrano, Gustavo Adolfo
Institución
Resumen
By measuring the outcomes associated with strategic planning processes and marketing in the context of a company, management faces a certain level of uncertainty, as the associated officers do not know whether these plans positively or negatively affect the company's position in its environment. This paper makes use of a simulation tool based on intelligent agents to reduce the above mentioned uncertainty factor, in this case, for the company called Corgranos S.A. It is expected to model the behavior of populations directly and indirectly involved with the company to refine the efforts made on each of them. The difference between the initial assumptions and the results of the simulation are the real contribution of the work.