Marketing estratégico para incrementar las ventas de pastas de harina de trigo integral para la Empresa LAMINCHILE S.A.

This research project consists of developing a strategic Marketing Plan to increase the sales of whole wheat flour pasta for the company LAMINCHILE S.A., concrete, viable and detailed, which allows obtaining positive results in the distribution and sale of this new product. It begins with a general analysis of the company, its current situation, its objectives, the scope, the SWOT Matrix, which allowed us to formulate different strategies that achieve the desired objectives. To obtain information, a survey was carried out, taking 379 randomly chosen people as a sample, where the results obtained were favorable and useful to determine the viability of the production, distribution and sale of pasta based on Whole wheat flour. In chapter I the Approach of the proposal is discussed, the title of the research work is established, the problem statement, its general objective and its specific objectives, in addition, the line of investigation to which the present points is clearly established. project. Chapter II deals with the theoretical framework, in reference to the entire conceptual foundation on which our project is based and which will serve as the basis for the development of each point; in addition to the legal framework, corresponding to the legal part in which our type of business is covered. In Chapter III, the methodological framework is described, the focus of our research, quantitative, the techniques used, as mentioned above, the survey was used as an information collection instrument consisting of 18 questions to 379 people (sample size) chosen randomly. . In addition, the result, tabulation and analysis of the results obtained are established. Chapter IV talks about the proposal made, the background, the objectives to be achieved, the monitoring and control of the activities necessary to successfully achieve compliance with the Strategic Plan, in addition, financial statements were designed that will serve as an economic base, to analyze the feasibility of the project. Finally, the conclusions and recommendations will be observed, which are part of the general analysis and the outstanding points of view in the development of this research work.

• Autor principal: López Villena, Luis Enrique (author)
• Format: bachelorThesis
• Idioma: spa
• Publicat: 2023
• Matèries: Marketing; Medio social; Mercado; Publicidad
• Accés en línia: http://repositorio.ulvr.edu.ec/handle/44000/6795