Diseño de un Modelo de Gestión de Marketing para la comercialización de las canastas comunitarias pertenecientes al área de redes comerciales del Ministerio de Agricultura, Ganadería Acuacultura y Pesca (MAGAP) , en el cantón Riobamba para el período 2015

Abstract

The current work proposes the development of a “Marketing management model for the trade of community market baskets from the Ares of Commercial Networks of Riobamba city for the period 2015” aiming to improve the current situation of the institution and life quality of small and medium-sized producers who are now doing this activity with a medium level of competitiveness, for instance, the market research has been developed in urban parishes from Riobamba city by means of using tools such as surveys aimed to identify likes, preferences and acceptation the market basket on this , to create strategies to allow change and improvement of the ongoing project. The Marketing management model proposes to improve the commercialization by means of analyzing the macro and micro institutional environment, how offer and demand are doing in local markets and doing an analysis of competition , the application of a management model which examines all that related to production and delivery of the market basket. All these processes are developed orderly, avoiding work duplicity and having profits aiming to improve the distribution and, the income of the producers of the project is up to the project is up to the people who lead this work since the results obtained in the research work were positive and so the execution and improvement is viable for the project to continue.