Plan de comercialización para la microempresa Ancestral Food de la ciudad de Riobamba

Abstract

The present study entitled "A marketing plan for a microcap called Ancestral food located in Riobamba city" aims to design a systematic model that involves and allow the company to open new markets both locally and nationally. Therefore, it was necessary to apply a qualitative and quantitative research approach, with an exploratory and descriptive level. At the same time, the study variables were not deliberately manipulated, therefore a non- experimental design was applied. The methods that were applied in this study were the deductive and the inductive. Also, it is important to clarify that this research was supported by statistical methods such as Cronbach's Alpha and Chi Square to validate the questionnaire and test the hypothesis, respectively. Therefore, according to market research, two techniques were applied, the direct observation and a survey applied to the economically active population of Riobamba city that provided sufficient and relevant information to implement a proactive framework based on the stated objectives. This proposal was implemented by considering the SWOT matrix, as well as the 4Ps of marketing, which refer to Product, Price, Communication and Distribution. Finally, it is concluded that a marketing plan constitutes a systematic model that leads to the fulfillment of various organizational objectives, by describing guidelines, processes, strategies and tactics to be followed. It is considered as a very useful guide for companies no matter their size, activity or sector. Therefore, organizations are recommended to take into account the implementation of a systematic model in their planning as a guide to fulfill their goals and objectives.