Diseño de un plan de marketing para el desarrollo de imagen y el posicionamiento de la Asociación de Cañicultores de Pastaza ASOCAP de la ciudad del Puyo
The present research is aimed at the Association of Sugarcane from Pastaza "ASOCAP" which objective is to design a marketing plan that will improve the image and positioning of the association, promoting the marketing of their products and even allowing in a short or medium term to expand...
| Autor Principal: | Morales Pastaza, María Fernanda |
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| Otros Autores: | Villarreal Valencia, Andrés Oswaldo |
| Formato: | bachelorThesis |
| Idioma: | spa |
| Publicado: |
2015
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| Materias: | |
| Acceso en línea: |
http://dspace.ups.edu.ec/handle/123456789/9557 |
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| Sumario: |
The present research is aimed at the Association of Sugarcane from Pastaza "ASOCAP" which objective is to design a marketing plan that will improve the image and positioning of the association, promoting the marketing of their products and even allowing in a short or medium term to expand in the domestic market, in this study some strategical keys were developed, so they could be applied by the association.
The first chapter contains several concepts that focus on the development of our study, which have allowed us to guide the research. On chapter two an analysis of various internal and external factors have been done which influence on the "ASOCAP", analyzing the current situation of it, allowing us to determine the possible relevant alternatives and solutions to it.
In chapter three the importance of analyzing the degree of consume, satisfaction and acceptance by consumers is arised in relation to the products manufactured by the association, this analysis identified several issues that were taken as a base for designing relevant strategies and development; in chapter four an analysis of the relationship among objective and tactical takes place, this would ensure the fulfillment of the objectives , at the same time the activities to be perfomed are listed for each strategy, analyzing the implementation time, responsible and resources used.
Finally in the fifth chapter, we discuss the budget for the implementation of each strategy proposed in the marketing plan, determining the financial viability of the research study. |
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