Estudio de mercado para la distribución de productos agro industriales de comercio justo de la Fundación Maquita en la ciudad de Riobamba

Abstract

The following research, is called a market study for the distribution of fair trade agro-industrial products the Maquita Foundation in the city of Riobamba, it aims to carry out a current diagnosis that allows to develop appropriate strategies for the best positioning in the market, also to understand what the requirements of customers are and to be able to reach in a direct way from the producer to the consumer. The methodology was based on the conduct of population surveys, the results determined a great lack of knowledge and absence of publicity through a general analysis, there is no massive consumption of agro-industrial products. The proposal contains a “FODA” which made it possible to know the current situation of the company, to obtain an accurate diagnosis for decision-making, a Strategic Matrix, EFE Matrix which helped to synthesize and evaluate information in different aspects, therefore, the key opportunities and threats that the organization has and the EFI Matrix helped to summarize and evaluate the most important forces and weaknesses. Establish distribution channels to increase the marketing of products produced by the Maquita Foundation and develop its own point of sale to help the output of products. It is concluded that the strategies proposed will serve as a reference for the implementation of the market study, which will help to increase profitability. It is recommended to implement the qualification work presented, as the established parameters confirm that the project will help to improve the consumption of Maquita products and serve as a guide for better decision-making and increased revenue.