Plan de marketing para la asociación de productores de cacao de fino aroma tsatsayaku del cantón Carlos Julio Arosemena Tola, provincia Napo, para el año 2017.

The present work has as general objective to elaborate one for the association of cocoa producers of fine aroma (tsatsayaku) of the canton Carlos Julio Arosemena Tola, Napo province, for the year 2017 ", the company in analysis has as main activity the production and commercialization of fine aroma cocoa. For the development of this work, we used methods such as historical, deductive, inductive, descriptive, analytical, synthetic, statistical; Likewise, the use of investigative techniques was used, such as the interview with the manager of the association, as well as the application of 45 surveys to the stable customers of the company and 6 surveys of the company's employees. In the Results, after carrying out the qualification to the external factors of the company, the Economic, Political, Legal, Social, Technological, Environmental factors were analyzed together with the 5 Porter Forces the MEFE External Factor Evaluation matrix was considered, whose weighted result was 2.57, which means that the company is responding excellently to the opportunities facing the existing threats in the sector. In addition, in this same section, it was essential to evaluate the internal factors of the company, through the MEFI Internal Factor Evaluation matrix, which resulted in a weighted result of 2.39, which means that the association maintains a considerable predominance of weaknesses over strengths. Then the SWOT matrix was established based on the analysis of internal and external factors. Once organized, the High Impact matrix was built, which allowed establishing four strategic objectives as the main ones for further growth of the Association With the establishment of the strategic objectives it was possible to carry out the proposal of a marketing plan for the association of cocoa producers of fine aroma (tsatsayaku) of the Canton Carlos Julio Arosemena Tola, Napo Province These strategic objectives are designed to promote the activities in which the company is immersed together with its budget which amounts to the amount of $ 8766.00 dollars; since to execute the present plan of marketing, will allow that the association achieves a better development and positioning in the market of the Canton Carlos Julio Arosemena Tola, Napo Province. Finally, the conclusions and recommendations that have been determined are presented, after the study carried out through the marketing planning process, which will be put to consideration by the partners of the association for its later execution of the Marketing Plan.

• Главный автор: Mancheno Mejía, Neiva Regina (author)
• Формат: bachelorThesis
• Язык: spa
• Опубликовано: 2018
• Предметы: INGENIERIA COMERCIAL; PLAN DE MARKETING; ASOCIACIÓN DE PRODUCTORES DE CACAO; FINO AROMA TSATSAYAKU
• Online-ссылка: http://dspace.unl.edu.ec/jspui/handle/123456789/20200