Resumo

RUIZ DALGO, Diana Verónica; BONILLA JURADO, Diego Mauricio  e  MASAQUIZA CAIZA, Carlos Santiago. Strategic adjustment in the supply chain for creating the value of the Jean up Mark. Universidad y Sociedad [online]. 2018, vol.10, n.1, pp. 25-32.  Epub 01-Mar-2018. ISSN 2218-3620.

The strategic adjustment affects the creation of value of Jean Up in Ecuador, as the brand currently has limited economic and financial growth due to various reasons. The population under study was made up of customers of the Jean Up brand, which according to the company's internal register has a total of 15,000 people nationwide, who were given a structured survey to know the reality of the study. Under this background it can be said that Studio F is the preferred brand of the people due to the benefits offered by the product be quality, design and price, however, the brand Jean Up, is the second in the preference list above other brands like Kancan and Stage. Finally, a strategic adjustment to the supply chain was designed as a method for the creation of value of the Jean Up brand, within which an operational model was developed with a diagnosis of the current supply chain situation to analyze the activities of value you are currently performing.

Palavras-chave : Strategic adjustment; brand positioning; value creation; limited growth; quality; customer; value proposition; market; brand.

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