Diseño de un plan de comercialización para la Asociación de Productores Agrícolas Granjero Guaneño ASOPROGUANO, del cantón Guano, provincia de Chimborazo

Abstract

The present work of qualification is a proposal of design about a marketing plan for the Association of Agricultural Producers "Farmer Guaneño" Asoproguano, canton Guano, province of Chimborazo, its activity is the production and commercialization of Products derived from tuna, in order to improve the business processes and increase the economic income of the partners. The research methodology used is qualitative and quantitative, the tools that were used are interview conducted to the President of the Association and surveys for current customers, which allowed the development of market research, Internal analysis and external company, through the execution of several matrices, which resulted in the association farmer Guaneño lacks sanitary registration for their products, do not invest in promotion, and have not made marketing strategies, however It also identified several competitive advantages such as strategic alliances with public institutions, products with health benefits and affordable prices, which can be converted into great opportunities to minimize weaknesses and thus achieve Increased sales for the association. Finally, we recommend the application of the marketing Plan as a vital tool for the association, and it is opportune to carry out each of the proposed strategies and their control, to achieve the objectives of the present work of Research, which lead to the increase of sales and improvement of the economic income of the partners in the Association of Agricultural Producers Farmer Guaneño.