Análisis de la comercialización de huevos en el cantón Santa Rosa caso empresa matamoros comp ltda

The study of value chains agricultural level collection and distribution links, has not been studied in the province of El Oro, example of this is the scant published scientific information. The case of the eggs of table, which is considered as one basic and necessary food for food security has not been tested, being at the expense of the speculation of price, cross-contamination or adulteration of their quality. The condition of perishable product, makes the marketing aspects related to storage and handling in warehouses. (with the above raised the objectives: to) describe the chain of value of the egg's table which is distributed in the city of Santa Rosa and the degree of influence of the company Matamoros Comp. Ltda; b) characterize the offer of trade in eggs, in the city of Santa Rosa and; (c) propose strategies for cooperation among the agents that make up the value chain and the company Matamoros Comp. Ltda. of the city of Santa Rosa. Applied interview, direct observation and qualitative analysis of primary and secondary information, what you get: the value chain is composed of 3 links being the stage of gathering (2 link) which generates a monopoly in the city and its agents are articulated vertically, the main customers are retailers and bakers. The strategies formulated are in function of generating value in the brand in the city. Since the beginning of the 20th century, the world has undergone many changes, ranging from the consolidation of the globalization of markets to the revolution in information and communications technology (Cabrera, León, & Medina, 2015) In the habits of consumption and in turn modifications in the commercial forms, moving away from the rural environment, to be dependent on commercial agents that affect the quality of the product. In this commercial transformation, different types of analysis arise such as the integration of the actors of the agro-food system in the value chain, a procedure that uses qualitative and quantitative data with an empirical approach. Being perishable products (eggs, meats, dairy, seafood, etc.) and commodities (cocoa, coffee, rubber, etc.) are the most studied. This is the case of fresh bird eggs that form part of the basic food basket of a large part of the population in Ecuador along with dairy products, vegetables, beef, among others (Molina Vera, Castillo Añazco, Rojas Báez , & Escobar García, 2015), which are at the expense of price speculation, cross-contamination or adulteration of their quality. The condition of perishable product of the table egg, makes the aspects of commercialization are related to the storage and manipulation in the collection centers, which must meet rigorous sanitary criteria, so that the quality of the product is not affected. In this context, it is fundamental to analyze the links of the value chain, which is a tool used to improve the competitive advantages of a business, likewise, the term chain of value refers to a network of vertical or strategic alliances Among several independent companies within a chain (Trejos-Pinzón, Serna-Giraldo, Cruz-Cerón, & Calderón-Cuartas, 2011). Being its stage of marketing, which includes the collection, product conditioning and distribution logistics.

• Auteur principal: Pacheco Ramírez, Roberto Carlos (author)
• Format: bachelorThesis
• Publié: 2017
• Sujets: COMERCIO; CADENA; VALOR; ESTRATEGIA
• Accès en ligne: http://repositorio.utmachala.edu.ec/handle/48000/11690