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Análisis de las estrategias de marketing para la comercialización de productos agrícolas en la Hacienda Bananera Erikita del cantón Puebloviejo periodo 2019-2020
| dc.contributor.advisor | Toscano Ruiz, Fabian | |
| dc.contributor.author | Mora Fierro, Meily Melina | |
| dc.date.accessioned | 2021-11-19T21:11:49Z | |
| dc.date.available | 2021-11-19T21:11:49Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/10625 | |
| dc.description | The use of marketing strategies is one of the activities that promote the position of companies in the market, due to this, the study is developed with the aim of analyzing and identifying the marketing strategies implemented by the Erikita banana farm, while The research methodology that supports the treatment of information corresponds to the descriptive, analytical and bibliographic method as well as the type of research according to its data, this being qualitative through the interview technique and applied through the instrument, interview guide, which will allow to know the point of view of the administrators of the company with respect to the subject, in accordance with the line of research information and communication systems and entrepreneurship and innovation and the respective marketing and commercialization sub-line. Therefore, it was identified that the company presents problems related to marketing strategies such as: non-existence of a specialized department, they do not have technical professionals in the area, they do not have an established strategic plan, they develop deficient advertising actions, they do not have social networks, the web portal maintains only informative data in a generalized way and the owners consider it is not necessary to carry out management in relation to the promotion of products that affect decision-making in relation to the decomposition of the stored product due to the lack of buyers. | es_ES |
| dc.description | The use of marketing strategies is one of the activities that promote the position of companies in the market, due to this, the study is developed with the aim of analyzing and identifying the marketing strategies implemented by the Erikita banana farm, while The research methodology that supports the treatment of information corresponds to the descriptive, analytical and bibliographic method as well as the type of research according to its data, this being qualitative through the interview technique and applied through the instrument, interview guide, which will allow to know the point of view of the administrators of the company with respect to the subject, in accordance with the line of research information and communication systems and entrepreneurship and innovation and the respective marketing and commercialization sub-line. Therefore, it was identified that the company presents problems related to marketing strategies such as: non-existence of a specialized department, they do not have technical professionals in the area, they do not have an established strategic plan, they develop deficient advertising actions, they do not have social networks, the web portal maintains only informative data in a generalized way and the owners consider it is not necessary to carry out management in relation to the promotion of products that affect decision-making in relation to the decomposition of the stored product due to the lack of buyers. | es_ES |
| dc.description.abstract | La utilización de estrategias de marketing es una de las actividades que promueven la posición de las empresas en el mercado, debido a esto, el estudio se desarrolla con el objetivo de analizar e identificar las estrategias de marketing que implementa la hacienda bananera Erikita, mientras que la metodología de investigación que admite el tratamiento de la información corresponde al método descriptivo, analítico y bibliográfico así como el tipo de investigación según sus datos siendo esta cualitativa mediante la técnica de entrevista y aplicada a través del instrumento, guía de entrevista, que permitirán conocer el punto de vista de los administradores de la empresa con respecto al tema, en concordancia con la línea de investigación sistemas de información y comunicación y emprendimiento e innovación y respectiva sublínea marketing y comercialización. Por tanto, se identificó que la empresa presenta problemas relacionados a las estrategias de marketing tales como: inexistencia del departamento especializado, no poseen profesionales técnicos en el área, no tienen un plan estratégico establecido, desarrollan acciones publicitarias deficientes, no posee redes sociales, el portal web mantiene solo datos informativos de forma generalizada y los propietarios consideran no es necesario realizar gestión en relación a la promoción de productos que afectan en la toma de decisiones en relación a la descomposición del producto almacenado debido a la inexistencia de compradores. | es_ES |
| dc.format.extent | 27 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2021 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Estrategias | es_ES |
| dc.subject | Posicionamiento | es_ES |
| dc.subject | Segmentación | es_ES |
| dc.subject | Captación de clientes | es_ES |
| dc.title | Análisis de las estrategias de marketing para la comercialización de productos agrícolas en la Hacienda Bananera Erikita del cantón Puebloviejo periodo 2019-2020 | es_ES |
| dc.type | bachelorThesis | es_ES |
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