Plan de marketing para mejorar las ventas en la asociación ASOPROMAIZA del cantón Celica, provincia de Loja.
The specific objectives of this research project called "Marketing plan to improve sales in the ASOPROMAIZA association of the Celica canton, province of Loja" was the realization of a situational diagnosis of the ASOPROMAIZA association, which is engaged in the production and marketing of...
保存先:
| 第一著者: | |
|---|---|
| フォーマット: | bachelorThesis |
| 言語: | spa |
| 出版事項: |
2022
|
| 主題: | |
| オンライン･アクセス: | https://dspace.unl.edu.ec/jspui/handle/123456789/24512 |
| タグ: |
タグ追加
タグなし, このレコードへの初めてのタグを付けませんか!
|
タグ追加 | 要約: | The specific objectives of this research project called "Marketing plan to improve sales in the ASOPROMAIZA association of the Celica canton, province of Loja" was the realization of a situational diagnosis of the ASOPROMAIZA association, which is engaged in the production and marketing of roasted corn flour under the Sarasango brand, and the elaboration of a marketing plan that will allow the company to increase its sales level. The methods used were: inductive method, deductive method, analytical method and synthetic method. The techniques used for the collection of information are: the bibliographic review, the interview that was directed to the administrator of ASOPROMAIZA, and a survey which was applied to the 20 intermediaries that the company has, so it was not necessary to carry out a sampling process. Once the results of the surveys applied in person were obtained, the information was tabulated and represented in tables with their respective analysis. Afterwards, the company's situational diagnosis was carried out, and then the external evaluation was carried out, which included the PESTEC analysis, Porter's 5 forces and the Competitive Profile matrix. With all the information obtained previously, the External Factors Evaluation Matrix was elaborated, where ASOPROMAIZA obtained a score of 2.80, which reflects those opportunities predominate over threats. This reflects the fact that opportunities predominate over threats, highlighting the good opportunities that ASOPROMAIZA has, so it should focus its strategies on taking advantage of them to improve its current situation. In the Internal Factors Evaluation Matrix, it obtained a score of 2.42, which indicates that weaknesses are predominating over strengths, the main causes being not having a strategic marketing plan, not advertising or promotions, so corrective actions should be taken to become more competitive. A SWOT matrix was then prepared, summarizing ASOPROMAIZA's main strengths, weaknesses, opportunities and threats, and the high-impact SWOT matrix. Next, three strategic objectives were established: Establish an advertising plan to publicize ASOPROMAIZA's products in order to increase sales; establish a promotional plan to attract and retain customers; and implement a plan for the use of social networks as a system of intercommunication and direct feedback from the customer to the company; requiring a total budget of $1,968.00 for start-up. Finally, we concluded with the main data found during the research and mainly recommended the implementation of the marketing plan proposal elaborated in this research work. Keywords: Corn flour, Roasted corn, Corn production, Corn sales, ASOPROMAIZA. |
|---|