“Diseño de un sistema de comercialización para mejorar el posicionamiento de los productos de la fábrica de embutidos La Ibérica en las ciudades de Ambato y Baños, provincia de Tungurahua, período 2015”.

Abstract

The current research “Design of a trading system in order to improve the positioning of cold meats Factory La Ibérica in Ambato and Baños cities, province of Tungurahua, period 2015” has like objective to generate impact and recognition in the population based on its quality and experience. The scientist research methods like analytic-synthetic, inductive and explicative, were used. And also the survey technique was applied by the application of marketing study. The proposal of this trading system is to generate the products positioning that de Company offers in the cities previously mentioned with a preliminary study through a strategic diagnosis and with the help of factors matrixes it was reached to determine the current situation of the Factory plus an action plan formed by a set of developed strategies according to the reality and needs, focusing on the product, distribution, cost and marketing. Like result of the research the stated objective in large term, confirming that targeted markets show be promising in order to the products compete, trading, reach positioning and the sales level improving. After the study conducted it is recommended the socialization of this research with the Company staff with the objective of creating an environment of free opinion, the creation of a marketing department and trading is indispensable for achieving and expansion to new markets.