Propuesta de un sistema de comercialización para el fortalecimiento de la cadena de valor de la Empresa PROINBE de la ciudad de Ambato, provincia de Tungurahua

Abstract

The aim of this research is to develop a marketing system for the strengthening of the company's value chain PROINBE in the Ambato city, Tungurahua Province, The methodology used in this research was of documentary and field type, as techniques and instruments I use: a) Observation through the matrix of the value chain and the FODA to analyze the current situation of the company, b) surveys with the help of structured and validated questionnaires that were applied to a sample of 83 people of the Ambato and Quero cantons that allowed to visualize the needs, perception and valuation of the products of the company and of the competition, c) Interviews that were applied by scripts to staff to diagnose the marketing system, the main results show that there is demanded in the products of the company, mainly for its quality and price, in based to the data obtained is designed a marketing system proposal to strengthen the value chain, which contains marketing-based strategies mix. In the end it is concluded that there are deficiencies in the marketing system and that it is necessary to implement a sales channel of its own, therefore it is recommended to apply the proposal in the company as well as the strategies that compose it.