Estrategias comerciales para la marca Aliforte, sucursal Chone

The research was developed with the objective of establishing commercial strategies for the Aliforte brand, Chone branch, as a contribution to the development of new markets. For this purpose, a descriptive and field methodology was used, developed in three phases: the first stage consisted of the analysis of the current situation of the brand to identify commercial opportunities, through the design and application of a semi-structured interview with the manager. of the brand in the Chone branch under the structure of the PEST and SWOT analysis; For its part, the second phase was carried out to determine the competitive environment for the commercialization of balanced foods in the city of Chone, through the use of the Competitive Profile Matrix; As for the third phase, commercial strategies were designed for the development of new markets for the brand using the Ansoff matrix, for which a prior market study was prepared using a structured survey, validated by several authors, in addition to the respective characterization and market segmentation. The main findings determine the existence of a potential demand for balanced feed for poultry and pigs, which allows determining the approach to the development of commercial strategies. It is concluded that the commercial strategies designed for the Aliforte brand, Chone branch, contribute to the development of new markets.

• Autor principal: Bravo Ordoñez, Cinthya Jamaira (author)
• Otros Autores: Morante Conforme, Alcira Jimabel (author)
• Formato: bachelorThesis
• Lenguaje: spa
• Publicado: 2024
• Materias: Comercialización; Mercado; Animales de granja; Alimentación animal
• Acceso en línea: http://repositorio.espam.edu.ec/handle/42000/2595