Plan de marketing para la comercialización de cinco hortalizas orgánicas de raíz, en la ciudad de Santo Domingo, provincia Santo Domingo de los Tsáchilas, año 2014

This project seeks to meet the needs and demands of the part of consumers who are inclined to care for and maintain your health by eating organic vegetables, in addition to widely communicate the benefits of these raise public awareness to improve the way supply, by encouraging their lives and that of their families replacement for conventional vegetables organic vegetables. Conducting a marketing plan to sell five organic root vegetables such as beets, carrots, green onion, radish and onion bulb in the city of Santo Domingo, Santo Domingo province of Tsáchilas involved identify supply and demand for each before one of the products described above, for which a survey model was applied to a sample of the economically active population of the city, besides the commercial activity was observed in the various establishments of sale of vegetables in the city. An internal analysis of the product was made, the same as was used for the creation of strategies that emphasize their strengths and offset their weaknesses, external opportunities analysis revealed the product on the market as well as potential threats which could affected. Using the results obtained through surveys, observation and analysis of internal and external product a proposal for the introduction and commercialization of the same in major supermarkets in the city of Santo Domingo, which was developed strategies included advertising and promotion, product, price, place and distribution for the product launch and market their brand, containing their respective investment budget for its concretization, to monitor the process of commercialization of organic vegetables and measure profitability were implemented control strategies. Keywords: marketing, offer, demand, strategies, investment, control, profitability.

• Prif Awdur: Coello Zambrano, Karen Paola (author)
• Fformat: bachelorThesis
• Iaith: spa
• Cyhoeddwyd: 2015
• Pynciau: Comercialización; Oferta; Demanda; Estrategia; inversión
• Mynediad Ar-lein: http://repositorio.uteq.edu.ec/handle/43000/5146