Plan de marketing para los productos de la cooperativa agropecuaria Chone Ltda.
The objective of the research was to carry out a marketing plan for the products of Agropecuaria Chone LTDA. Cooperative, which contributes to improve the commercialization of the products "La Ganadera", synthesizing phase I an interview was applied to the financial manager to know details...
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| Format: | bachelorThesis |
| Język: | spa |
| Wydane: |
2018
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| Hasła przedmiotowe: | |
| Dostęp online: | http://repositorio.espam.edu.ec/handle/42000/813 |
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| author | García Loor, Zobeida Elizabeth |
| author2 | Zambrano Rodríguez, María Elizabeth |
| author2_role | author |
| author_facet | García Loor, Zobeida Elizabeth Zambrano Rodríguez, María Elizabeth |
| author_role | author |
| collection | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí |
| dc.contributor.none.fl_str_mv | Valarezo Molina, María José |
| dc.creator.none.fl_str_mv | García Loor, Zobeida Elizabeth Zambrano Rodríguez, María Elizabeth |
| dc.date.none.fl_str_mv | 2018-06-21T20:16:41Z 2018-06-21T20:16:41Z 2018-05 |
| dc.format.none.fl_str_mv | 86 p. application/pdf |
| dc.identifier.none.fl_str_mv | http://repositorio.espam.edu.ec/handle/42000/813 |
| dc.language.none.fl_str_mv | spa |
| dc.publisher.none.fl_str_mv | Calceta: ESPAM MFL |
| dc.rights.none.fl_str_mv | http://creativecommons.org/licenses/by-nc-sa/3.0/ec/ info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | reponame:Repositorio Escuela Superior Politécnica Agropecuaria de Manabí instname:Escuela Superior Politécnica Agropecuaria de Manabí instacron:ESPAM |
| dc.subject.none.fl_str_mv | Plan de Marketing Comercialización Posicionamiento Productos lácteos Cliente Mercado y publicidad |
| dc.title.none.fl_str_mv | Plan de marketing para los productos de la cooperativa agropecuaria Chone Ltda. |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | The objective of the research was to carry out a marketing plan for the products of Agropecuaria Chone LTDA. Cooperative, which contributes to improve the commercialization of the products "La Ganadera", synthesizing phase I an interview was applied to the financial manager to know details about the current situation for what the company is going through, in the same way a market study was carried out in the Chone Canton center, through surveys aimed at a sample of the population that corresponded to 270 inhabitants, in order to know what the customer really wants, based on this commercial strategies were established to ensure the positioning of dairy products in the minds of consumers. In phase II, the analysis of the real market situation was carried out through the competitive matrix which showed that the company TONY represented a greater impact with 3.30%, putting itself ahead as the competition, in addition strategies were developed according to the SWOT through a combined matrix to use the 5W + 1H matrix and execute the action plans to achieve the established goals. With respect to phase III, the respective retail distribution channel was raised, therefore advertising policies and a promotion program were created. Finally, the proposal of the marketing plan was presented through a socialization to the manager of Agropecuaria Chone LTDA. Cooperative. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | ESPAM_fe585a90dcdfe9b7737d1d8eaf8c3aca |
| instacron_str | ESPAM |
| institution | ESPAM |
| instname_str | Escuela Superior Politécnica Agropecuaria de Manabí |
| language | spa |
| network_acronym_str | ESPAM |
| network_name_str | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí |
| oai_identifier_str | oai:repositorio.espam.edu.ec:42000/813 |
| publishDate | 2018 |
| publisher.none.fl_str_mv | Calceta: ESPAM MFL |
| reponame_str | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí |
| repository.mail.fl_str_mv | . |
| repository.name.fl_str_mv | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí - Escuela Superior Politécnica Agropecuaria de Manabí |
| repository_id_str | 0 |
| rights_invalid_str_mv | http://creativecommons.org/licenses/by-nc-sa/3.0/ec/ |
| spelling | Plan de marketing para los productos de la cooperativa agropecuaria Chone Ltda.García Loor, Zobeida ElizabethZambrano Rodríguez, María ElizabethPlan de MarketingComercializaciónPosicionamientoProductos lácteosClienteMercado y publicidadThe objective of the research was to carry out a marketing plan for the products of Agropecuaria Chone LTDA. Cooperative, which contributes to improve the commercialization of the products "La Ganadera", synthesizing phase I an interview was applied to the financial manager to know details about the current situation for what the company is going through, in the same way a market study was carried out in the Chone Canton center, through surveys aimed at a sample of the population that corresponded to 270 inhabitants, in order to know what the customer really wants, based on this commercial strategies were established to ensure the positioning of dairy products in the minds of consumers. In phase II, the analysis of the real market situation was carried out through the competitive matrix which showed that the company TONY represented a greater impact with 3.30%, putting itself ahead as the competition, in addition strategies were developed according to the SWOT through a combined matrix to use the 5W + 1H matrix and execute the action plans to achieve the established goals. With respect to phase III, the respective retail distribution channel was raised, therefore advertising policies and a promotion program were created. Finally, the proposal of the marketing plan was presented through a socialization to the manager of Agropecuaria Chone LTDA. Cooperative.La investigación tuvo como objetivo la realización de un plan de marketing para los productos de la Cooperativa Agropecuaria Chone LTDA., la cual contribuye a mejorar la comercialización de los productos "La Ganadera", Sintetizando la fase I se aplicó una entrevista a la gerente financiera para conocer detalles acerca de la situación actual por lo que está pasando la empresa, de la misma manera se realizó un estudio de mercado, ejecutado en el centro del Cantón Chone, a través de encuestas dirigidas a una muestra de la población que correspondió a 270 habitantes, con la finalidad de saber lo que realmente desea el cliente, con base a ello se establecieron estrategias comerciales que garanticen el posicionamiento de los lácteos en la mente de los consumidores. En la fase II, se realizó el análisis de situación real del mercado mediante la matriz competitiva el cual reflejó que la empresa TONY representó un mayor impacto con el 3,30%, anteponiéndose como la competencia, además se desarrollaron estrategias en función al FODA mediante una matriz combinada para dar uso a la matriz 5W+1H y ejecutar los planes de acción y así alcanzar las metas establecidas. Con respecto a la fase III, se planteó el respectivo canal de distribución minorista, por tanto se crearon políticas de publicidad y un programa de promoción. Finalmente se presentó la propuesta del plan de marketing mediante una socialización al gerente de la Cooperativa Agropecuaria Chone LTDA.Calceta: ESPAM MFLValarezo Molina, María José2018-06-21T20:16:41Z2018-06-21T20:16:41Z2018-05info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis86 p.application/pdfhttp://repositorio.espam.edu.ec/handle/42000/813spahttp://creativecommons.org/licenses/by-nc-sa/3.0/ec/info:eu-repo/semantics/openAccessreponame:Repositorio Escuela Superior Politécnica Agropecuaria de Manabíinstname:Escuela Superior Politécnica Agropecuaria de Manabíinstacron:ESPAM2018-11-19T05:39:06Zoai:repositorio.espam.edu.ec:42000/813Institucionalhttps://repositorio.espam.edu.ec/Universidad públicahttp://www.espam.edu.ec/https://repositorio.espam.edu.ec/oai.Ecuador...opendoar:02025-12-21T05:06:56.045550Repositorio Escuela Superior Politécnica Agropecuaria de Manabí - Escuela Superior Politécnica Agropecuaria de Manabítrue |
| spellingShingle | Plan de marketing para los productos de la cooperativa agropecuaria Chone Ltda. García Loor, Zobeida Elizabeth Plan de Marketing Comercialización Posicionamiento Productos lácteos Cliente Mercado y publicidad |
| status_str | publishedVersion |
| title | Plan de marketing para los productos de la cooperativa agropecuaria Chone Ltda. |
| title_full | Plan de marketing para los productos de la cooperativa agropecuaria Chone Ltda. |
| title_fullStr | Plan de marketing para los productos de la cooperativa agropecuaria Chone Ltda. |
| title_full_unstemmed | Plan de marketing para los productos de la cooperativa agropecuaria Chone Ltda. |
| title_short | Plan de marketing para los productos de la cooperativa agropecuaria Chone Ltda. |
| title_sort | Plan de marketing para los productos de la cooperativa agropecuaria Chone Ltda. |
| topic | Plan de Marketing Comercialización Posicionamiento Productos lácteos Cliente Mercado y publicidad |
| url | http://repositorio.espam.edu.ec/handle/42000/813 |