Browsing by Author "Quinapanta Galarza, Silvia Tatiana"

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    Análisis de la competitividad y su incidencia en el proceso de comercialización del sector lácteo de la provincia de Tungurahua
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2018-07) Quinapanta Galarza, Silvia Tatiana; López Gómez, Andrés Francisco
    Ecuador is a country with a large capacity for milk production, however, the sector remains clinging to traditional paradigms and resistant to change, this is an important reason for the dairy producer to recognize his level of competitiveness and the strategies to achieve it. For this reason the present research work aims to analyze the competitiveness and its impact on the marketing process of the dairy sector of the province of Tungurahua, to identify the organizational structures in which they are located, describe the problems associated with their competitiveness and based on this establish strategies to increase the competitiveness of the dairy sector of the province of Tungurahua. The study is based on field research, with the application of surveys to 249 dairy producers, with which it was possible to know the current situation, determining that there is little training, technical assistance, excessive participation of intermediaries and mainly poor marketing strategies of the producers, which hinders their development day by day. Subsequently, strategies were established to increase the competitiveness of the dairy sector in the province of Tungurahua, among which stand out training program for the purchase of equipment with cutting edge technology to improve the process and ensure quality and competitive products according to the market demands, as well as market study programs and promotion strategies, as this will strengthen the producers and contribute to improving the economy of society.