Diseño de un plan de gestión comercial para la Asociación de Campesinos Agropecuarios “La Fortuna” ubicada en el cantón Fco. De Orellana, provincia de Orellana para el periodo 2014

Abstract

The following research aims to improve the commercialization system through a Business Management Plan at “La Fortuna” Peasant Association located in Francisco de Orellana Canton, Orellana Province. An exploratory and descriptive research was carried out making an analysis of the facts and situations through the data collection and their measurement using the inductive and deductive method, the techniques used were the survey and observation. The study group was the economically active population which was made up of 236 surveyed people. Once the survey conclude, it was determined that “ La Fortuna” peasant association does not have an efficient commercialization system,, this results in disorganization and lack of an adequate profitability for the members when commercializing their product (panela). A Business Management Plan is proposed to improve the quality of the commercialization system at “ La Fortuna” Peasant Association, it implies an extensive analysis of the internal and external situation of the company in order to have an opportune diagnose which will help to propose commercial strategies, some of these strategies are: organizational structure new production organization, packaging and storage, distribution channels, and a better organization in the way of selling as well as reaching the intermediary through routs in the city. In this way the general recommendation for “La Fortuna” Peasant Association is to apply the new commercialization strategies described in the research. The application of this plan will result in a higher coverage of the objective market, higher incomes, and time duration of the products to be commercialized.