“Plan de comercialización para la empresa Api Loja, productora de miel de abeja en el cantón Loja, provincia de Loja”
Beekeeping in Loja Ecuador is a fundamental activity for both biodiversity and the local economy, although it faces various threats such as deforestation and climate change, beekeeping companies must improve their marketing strategies to compete and maximize their profitability in the market, especi...
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| Formato: | masterThesis |
| Idioma: | spa |
| Publicado: |
2025
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| Acceso en liña: | https://dspace.unl.edu.ec/jspui/handle/123456789/32080 |
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Engadir etiqueta | Summary: | Beekeeping in Loja Ecuador is a fundamental activity for both biodiversity and the local economy, although it faces various threats such as deforestation and climate change, beekeeping companies must improve their marketing strategies to compete and maximize their profitability in the market, especially through sustainable practices that reinforce their ecological impact. This study employed a mixed methodology, integrating interviews with producers and a market analysis to identify and optimize commercial strategies, adopting a quantitative approach to the beekeeping market and a qualitative perspective in the development of strategies to improve the visibility and competitiveness of Api Loja honey. The results of the research identify that consumers value natural honey and the ecological approach, which gives it a competitive advantage in the market. In addition, the importance of quality certifications and the use of social networks to improve the connection with the target public, strategies such as market segmentation and product diversification that include derivatives such as pollen and wax, offer new market opportunities. The SWOT analysis highlights Api Loja's strength in its sustainable production approach and opportunities in international markets. The market position can be strengthened by implementing a marketing strategy that emphasizes the values of sustainability and quality, taking advantage of the use of social networks and the presence in local fairs to promote the products, product diversification and certification will also boost competitiveness and access to new markets, ensuring the development of sustainable beekeeping that is beneficial to the environment and the local economy. |
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