El Marketing estratégico en el proceso de Ventas de las pulpas de frutas elaboradas en la planta AGROTAL cantón Echeandía provincia de Bolívar

Abstract

The changes that are occurring in the world economy have led companies to look at new advertising and sales strategies, so the main objective of this project is to locate the AGROTAL fruit pulp processor at a competitive point within Of the market, with the strengthening of its sales. To achieve this goal, an analysis was made of the current situation of the fruit pulp market in the sector; That is to say, it identified all the strengths and opportunities that are presented, besides putting special emphasis on the weaknesses and threats that can affect the corporate image of the same, for which a survey was applied to 383 inhabitants of the city of Guaranda, Pointing out the lack of publicity and promotion of the products, in addition to the need to train the staff to provide a better service, and to offer greater facilities to the buyers, both at the time of sale and in their distribution. This reason it is evident the need to implement marketing strategies that allows to attract new customers and in this way increase their sales and thus meet the objectives set at the beginning of the research.