Diseño de un plan de comercialización para el fortalecimiento de las PYMES del sector artesanal de la plaza de ponchos de Otavalo a través de un modelo de exportación.

This work is aimed at artisans, producers and marketers of the Plaza de Ponchos in Otavalo, considering the changes that have been generated with the increasing development of technology, that is why the industry needs to adapt to the environment using the information, tools and strategies to position their products both domestically and internationally. Consulting with experts and investigating the problems of the sector, it has been determined that the artisans needed sources of information, training in the field production, management and marketing, to enable them to use the techniques and strategies in the search for new markets, thus be more competitive and productive, streamlining the sector in all its aspects. Increasing competition from foreign products have eroded the profitability of artisans, looking drawn to marketing them thus discouraging the productive sector is why the study will try to show out in the guidelines theme of the search for new markets, aspects of the marketing mix to give the product a good deal thus increase sales and productivity, this hobble encourage artisans to be more productive and competitive advantage of their skills and knowledge in the subject production and design, so that in this way focus on Otavalo crafts position with its own stamp of originality.

• Yazar: Morales Lema, Gabriel Alexander (author)
• Materyal Türü: bachelorThesis
• Dil: spa
• Baskı/Yayın Bilgisi: 2013
• Konular: Comercio; Diseño; Empresa; Exportación
• Online Erişim: http://repositorio.uotavalo.edu.ec/handle/52000/66