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Plan Estratégico de Marketing en la Industria Alimenticia Imperial.
| dc.contributor.advisor | Rodríguez Gómez, María Alexandra | |
| dc.contributor.author | Cabello Martínez, Miguel Ángel | |
| dc.date.accessioned | 2020-04-30T02:25:00Z | |
| dc.date.available | 2020-04-30T02:25:00Z | |
| dc.date.issued | 2020 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/7520 | |
| dc.description | The case study presented below was carried out in the Imperial Food Industry located in the canton Alfredo Baquerizo Moreno (Jujan) at km 53 of the Babahoyo-Duran highway, which seeks to establish a strategic marketing plan to improve Sales levels and market positioning. The Imperial Food Industry has as its main function the purchase of husk and pile rice and the sale of processed rice as aged long grain rice for the coast and the mountains, the commercialization of rice derivatives such as rice, powder and rice flour . The Imperial Industry has as its main problem the inefficient use of a strategic marketing plan that allows it to obtain the appropriate market positioning. By not using as a priority tool the use of advertising strategies to inform about the diversity of rice offered and their respective prices, consumers do not put the respective care at the time of purchase, due to lack of knowledge about the quality or qualities of the product Therefore, they end up buying products offered by direct competitors to the Industry. | es_ES |
| dc.description | The case study presented below was carried out in the Imperial Food Industry located in the canton Alfredo Baquerizo Moreno (Jujan) at km 53 of the Babahoyo-Duran highway, which seeks to establish a strategic marketing plan to improve Sales levels and market positioning. The Imperial Food Industry has as its main function the purchase of husk and pile rice and the sale of processed rice as aged long grain rice for the coast and the mountains, the commercialization of rice derivatives such as rice, powder and rice flour . The Imperial Industry has as its main problem the inefficient use of a strategic marketing plan that allows it to obtain the appropriate market positioning. By not using as a priority tool the use of advertising strategies to inform about the diversity of rice offered and their respective prices, consumers do not put the respective care at the time of purchase, due to lack of knowledge about the quality or qualities of the product Therefore, they end up buying products offered by direct competitors to the Industry. | es_ES |
| dc.description.abstract | El caso de estudio que se presenta a continuación se realizó en la Industria Alimenticia Imperial ubicada en el cantón Alfredo Baquerizo Moreno (Jujan) en el km 53 de la vía Babahoyo-Duran, en el cual se busca establecer un plan estratégico de marketing para mejorar los niveles de ventas y posicionamiento de mercado. La Industria Alimenticia Imperial tiene como principal función la compra de arroz en cascara y pilado y la venta de arroz procesado como arroz envejecido de grano largo para la costa y la sierra, la comercialización de derivados del arroz como el arrocillo, polvillo y harina de arroz. La Industria Imperial presenta como principal problema la ineficiente utilización de un plan estratégico de marketing que le permita obtener el posicionamiento apropiado en el mercado. Al no utilizar como herramienta prioritaria la utilización de estrategias publicitarias para informar sobre la diversidad de arroz que se ofrece y sus respectivos precios, los consumidores no ponen el respectivo esmero al momento de realizar la compra, debido al desconocimiento sobre la calidad o cualidades del producto por lo que terminan comprando productos ofertados por competidores directos a la Industria. | es_ES |
| dc.format.extent | 25 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo, UTB - FAFI 2020 | es_ES |
| dc.rights | Atribución-NoComercial-CompartirIgual 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-sa/3.0/ec/ | * |
| dc.subject | Marketig | es_ES |
| dc.subject | Plan estratégico | es_ES |
| dc.subject | Consumidores | es_ES |
| dc.subject | Productos | es_ES |
| dc.title | Plan Estratégico de Marketing en la Industria Alimenticia Imperial. | es_ES |
| dc.type | bachelorThesis | es_ES |
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