Propuesta de una estrategia de posicionamiento y comercialización de los alimentos orgánicos, del proyecto de agricultura urbana participativa Agrupar de Conquito en la ciudad de Quito, para el año 2014
The project of participatory urban agriculture AGRUPAR is a social project implemented by CONQUITO, which was created with the initiative to improve the quality of life of the most vulnerable of the Metropolitan District of Quito through agricultural production and livestock activities in order to c...
| Autor Principal: | Pacheco Suárez, Ilma Natalia |
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| Formato: | bachelorThesis |
| Idioma: | spa |
| Publicado: |
2015
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| Materias: | |
| Acceso en línea: |
http://dspace.ups.edu.ec/handle/123456789/9531 |
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| Sumario: |
The project of participatory urban agriculture AGRUPAR is a social project implemented by CONQUITO, which was created with the initiative to improve the quality of life of the most vulnerable of the Metropolitan District of Quito through agricultural production and livestock activities in order to contribute population to food security to generate self-employment, improve household income intervene in environmental management and enhance the urban landscape.
Project members are dedicated to the production of organic food benefiting the environment and health; these products are offered to the public in bioferias, however despite of having several years in the market, they have had low positioning due to no advertising or promotion, which has resulted in demand growth of these products because of the ignorance of AGRUPAR and the existence of the Bioferias.
This research identifies the current status of the project, analyzing its external and internal environment so in this way is correct whatever is running badly and take advantage of the project and propose strategies to promote this group of people to become productive entities and generating employment.
For this reason, once the present study was concluded the evidence shows that it is important to implement strategies of positioning and marketing to help getting into the mind of the consumer, starting with a new image that impacts in society to increase sales to generate employment for these people and not only extra income. |
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