Estrategias de comercialización de la Empresa Agripac S.A para la penetración y crecimiento de mercado en la variedad de semilla de tomate “Miramar” bajo invernadero del cantón Chambo provincia de Chimborazo año 2016.

Abstract

This research aimed to the implementation of trading strategies of AGRIPAC S.A. Company, to the breakthrough and growing of the tomatoes seed, MIRAMAR, under the greenhouse effect, performed in the canton of Chambo, province of Chimborazo, in the year 2016. AGRIPAC S.A. is the biggest agricultural supermarket chain of Ecuador; it has over 170 points of sale around the country. It is important to point out that early in 2007 and 2011, the tomatoes seed MIRAMAR was considered the leader in the agricultural marketing; hence, by means of the market analysis using surveys, a low fee of market was identified. The methodology was carried out by applying a descriptive investigation and a deductive method. The total of population is 594 inhabitants which mean the 5% of the Agricultural dwellers. The sample average goes for 233 surveyed. Next, the collected information is revised using Excel and Sap Hana software. The hypothesis was tested by using the chi-square method, getting as a result, the Ho rejection and the H1 acceptance, which means that the commercial strategies development will allow the merchandizing of tomatoes seed MIRAMAR. To conclude, it is important to take into consideration that AGRIPAC must renew the trading strategies towards its products and hiring a technician to take over the market problems.