Plan estratégico para la venta de la producción de dulces artesanales Marialy de la ciudad de Calceta

"Marialy" Sweets is a sole ownership company engaged in the activities of the candy industry, created over a decade ago, is known for its traditional flavor nationally and internationally. The "Marialy" Sweets slow growth reflected in the Ecuadorian market is because of few innovations employed in marketing and distribution of its products. Their advertising is recognized only by the product´s name, without the use of media or any strategy on short or medium term. Another problem is the low capacity to cover potential demand, as a result of the sales maintaining, showing economic symptoms that the company needs for innovation decline. This innovation was conducted in developing a Strategic Plan designed for 5 years, the plan contained the mission, vision and organizational values of the company, innovation, image, clear definition of the products, creation of distribution channels and national media advertising at low costs, reaching most consumers. The company improved by 20% of their previous results in the first 6 months of implementation of the Strategic Plan and is concluded that the results of the innovation made are reflected in the increase of the demand and profit.

• Egile nagusia: Alcívar Solórzano, Wilfrido Adalberto (author)
• Formatua: bachelorThesis
• Hizkuntza: spa
• Argitaratua: 2012
• Gaiak: Plan Estratégico; Dulces artesanales; Producción
• Sarrera elektronikoa: http://repositorio.espam.edu.ec/handle/42000/372