Plan de marketing para la comercialización de la producción agrícola de la Red Agroecológica de Loja
The objective of this research was to develop a marketing plan for the commercialization of the agricultural production of the Agroecological Network of Loja. Marketing strategies focused on market penetration were developed to increase the profitability of partners and strengthen the agroecological...
Kaydedildi:
| Yazar: | |
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| Materyal Türü: | masterThesis |
| Dil: | spa |
| Baskı/Yayın Bilgisi: |
2023
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| Konular: | |
| Online Erişim: | https://dspace.unl.edu.ec/jspui/handle/123456789/27269 |
| Etiketler: |
Etiketle
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Etiketle | _version_ | 1857832952756436992 |
|---|---|
| author | Rojas Paccha, Verónica Cristina |
| author_facet | Rojas Paccha, Verónica Cristina |
| author_role | author |
| collection | Repositorio Universidad Nacional de Loja |
| dc.contributor.none.fl_str_mv | Flores Loayza, Rosa Paola |
| dc.creator.none.fl_str_mv | Rojas Paccha, Verónica Cristina |
| dc.date.none.fl_str_mv | 2023-06-16T21:49:53Z 2023-06-16T21:49:53Z 2023-06-16 |
| dc.format.none.fl_str_mv | 100 p. application/pdf |
| dc.identifier.none.fl_str_mv | https://dspace.unl.edu.ec/jspui/handle/123456789/27269 |
| dc.language.none.fl_str_mv | spa |
| dc.publisher.none.fl_str_mv | Loja |
| 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 Universidad Nacional de Loja instname:Universidad Nacional de Loja instacron:UNL |
| dc.subject.none.fl_str_mv | PLAN DE MARKETIING COMERCIALIZACIÓN PRODUCCIÓN AGRICOLA |
| dc.title.none.fl_str_mv | Plan de marketing para la comercialización de la producción agrícola de la Red Agroecológica de Loja |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/masterThesis |
| description | The objective of this research was to develop a marketing plan for the commercialization of the agricultural production of the Agroecological Network of Loja. Marketing strategies focused on market penetration were developed to increase the profitability of partners and strengthen the agroecological network. In addition, the descriptive exploratory method was used and on-site visits were made to the agroecological fair to find out the current state. On the other hand, the business philosophy was carried out with the corporate image of the Agroecological Network of Loja based on a survey and an interview to measure the participation of producers in the market, the services offered, and the communication and advertising policies. The results showed that the Loja Agroecological Network (RAL) does not have a business philosophy and lacks a marketing plan, therefore, a solid marketing proposal was developed with tactics and actions focused on digital marketing trends to achieve success in the commercial field. Keywords: Marketing plan, business philosophy, strategies, tactics. |
| eu_rights_str_mv | openAccess |
| format | masterThesis |
| id | UNL_0c6bbc68c6be30379caa8a9a4802e4da |
| instacron_str | UNL |
| institution | UNL |
| instname_str | Universidad Nacional de Loja |
| language | spa |
| network_acronym_str | UNL |
| network_name_str | Repositorio Universidad Nacional de Loja |
| oai_identifier_str | oai:dspace.unl.edu.ec:123456789/27269 |
| publishDate | 2023 |
| publisher.none.fl_str_mv | Loja |
| reponame_str | Repositorio Universidad Nacional de Loja |
| repository.mail.fl_str_mv | * |
| repository.name.fl_str_mv | Repositorio Universidad Nacional de Loja - Universidad Nacional de Loja |
| repository_id_str | 0 |
| rights_invalid_str_mv | http://creativecommons.org/licenses/by-nc-sa/3.0/ec/ |
| spelling | Plan de marketing para la comercialización de la producción agrícola de la Red Agroecológica de LojaRojas Paccha, Verónica CristinaPLAN DE MARKETIINGCOMERCIALIZACIÓNPRODUCCIÓN AGRICOLAThe objective of this research was to develop a marketing plan for the commercialization of the agricultural production of the Agroecological Network of Loja. Marketing strategies focused on market penetration were developed to increase the profitability of partners and strengthen the agroecological network. In addition, the descriptive exploratory method was used and on-site visits were made to the agroecological fair to find out the current state. On the other hand, the business philosophy was carried out with the corporate image of the Agroecological Network of Loja based on a survey and an interview to measure the participation of producers in the market, the services offered, and the communication and advertising policies. The results showed that the Loja Agroecological Network (RAL) does not have a business philosophy and lacks a marketing plan, therefore, a solid marketing proposal was developed with tactics and actions focused on digital marketing trends to achieve success in the commercial field. Keywords: Marketing plan, business philosophy, strategies, tactics.El objetivo de esta investigación fue elaborar un plan de marketing para la comercialización de la producción agrícola de la Red Agroecológica de Loja. Se elaboraron estrategias de marketing enfocadas en penetración de mercado para incrementar la rentabilidad de los socios y fortalecer la red agroecológica. Además, se utilizó el método exploratorio descriptivo y se realizó visitas in situ a la feria agroecológica para conocer el estado actual. Por otro lado, se realizó la filosofía empresarial acompañado de la imagen corporativa de la Red Agroecológica de Loja con base en una encuesta y una entrevista para medir la participación de los productores en el mercado, los servicios ofrecidos y las políticas de comunicación y publicidad. Los resultados mostraron que la Red Agroecológica de Loja (RAL) no cuenta con una filosofía empresarial y carece de un plan de marketing, por consiguiente, se elaboró una sólida propuesta de marketing con tácticas y acciones enfocadas en tendencias digitales de comercialización para lograr éxito en el ámbito comercial. Palabras claves: Plan de marketing, filosofía empresarial, estrategias, tácticas.LojaFlores Loayza, Rosa Paola2023-06-16T21:49:53Z2023-06-16T21:49:53Z2023-06-16info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis100 p.application/pdfhttps://dspace.unl.edu.ec/jspui/handle/123456789/27269spahttp://creativecommons.org/licenses/by-nc-sa/3.0/ec/info:eu-repo/semantics/openAccessreponame:Repositorio Universidad Nacional de Lojainstname:Universidad Nacional de Lojainstacron:UNL2025-05-02T13:43:04Zoai:dspace.unl.edu.ec:123456789/27269Institucionalhttps://dspace.unl.edu.ec/Universidad públicahttps://unl.edu.ec/https://dspace.unl.edu.ec/oaiEcuador***opendoar:02025-05-02T13:43:04falseInstitucionalhttps://dspace.unl.edu.ec/Universidad públicahttps://unl.edu.ec/https://dspace.unl.edu.ec/oai*Ecuador***opendoar:02025-05-02T13:43:04Repositorio Universidad Nacional de Loja - Universidad Nacional de Lojafalse |
| spellingShingle | Plan de marketing para la comercialización de la producción agrícola de la Red Agroecológica de Loja Rojas Paccha, Verónica Cristina PLAN DE MARKETIING COMERCIALIZACIÓN PRODUCCIÓN AGRICOLA |
| status_str | publishedVersion |
| title | Plan de marketing para la comercialización de la producción agrícola de la Red Agroecológica de Loja |
| title_full | Plan de marketing para la comercialización de la producción agrícola de la Red Agroecológica de Loja |
| title_fullStr | Plan de marketing para la comercialización de la producción agrícola de la Red Agroecológica de Loja |
| title_full_unstemmed | Plan de marketing para la comercialización de la producción agrícola de la Red Agroecológica de Loja |
| title_short | Plan de marketing para la comercialización de la producción agrícola de la Red Agroecológica de Loja |
| title_sort | Plan de marketing para la comercialización de la producción agrícola de la Red Agroecológica de Loja |
| topic | PLAN DE MARKETIING COMERCIALIZACIÓN PRODUCCIÓN AGRICOLA |
| url | https://dspace.unl.edu.ec/jspui/handle/123456789/27269 |