Propuesta de estrategias de comercialización, para incrementar las ventas de los fertilizantes orgánicos, en la Fundación Escuelas Radiofónicas Populares del Ecuador (ERPE), de la ciudad de Riobamba

Abstract

The present research work has the purpose of carrying out the Proposal of marketing strategies to increase the sales of organic fertilizers in the foundation Popular Radiophonic Schools of Ecuador (ERP of the city of Riobamba. The situational diagnosis of the company was carried out with the help of the SWOT matrix, EFE and EFI, immediately, the marked study, interview, and an observation guide were carried out with which it was possible to appreciate the acceptance of the product and later we propose the strategies according to the communication mix between these we have the following: brand design, and slogan, design of the new container, training to the sales force, database design, pricing, website redesign, after sales service, radial spot, sales promotions, among others, giving a total budget for the implementation of the same of $2,800.00 dollars, the strategies will be executed during 3 months taking into account the availability of resources that maintains the foundation. It is advisable to apply the marketing strategies based of the marketing mix, which will help to increase the market coverage, increase the customer base, and thus, obtain greater profits, thus being a productive and highly competitive company.