Tesis - Licenciatura en Administración de Empresas

Permanent URI for this collection

https://repositorio.utc.edu.ec/handle/27000/5285

Browse

Browsing Tesis - Licenciatura en Administración de Empresas by Subject "AGROQUÍMICOS"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Estrategias de comercialización para incrementar las ventas en la empresa Agroquímicos Herrera & Asociados del cantón La Maná, año 2024.
    (Ecuador : La Maná Universidad Técnica de Cotopaxi (UTC), 2024-08) Donoso Sarango, Ana Isabel; Vega Pastuña, Edgar Alexis; Nauta Padilla, Luis Daniel
    This research was developed with the purpose of designing marketing strategies to increase sales in the company Agrochemicals Herrera & Asociados in the canton of La Maná, province of Cotopaxi during the year 2024, whose initiative was proposed to face the growing competition that prevailed. in the market. The methodology included descriptive, bibliographic and field research that facilitated obtaining primary information from the main stakeholders. The methods used were inductive, deductive and analytical, while the data collection process was carried out through interview, census and survey techniques; Questionnaires were designed for each of the selected techniques, taking into consideration the relevance of the marketing and sales strategy variables. The instruments were subjected to a validation process by experts. The analysis population was made up of the owner, 6 employees and 500 clients. The sample calculation was made and was established at 217 clients. In the results, it was diagnosed that the company maintained strengths that highlight the years of experience in the market, the variety of agrochemical products, comfortable and accessible prices, and its own infrastructure. It also faced limitations in determining marketing strategies, establishing promotions and advertising, a minimal presence on social networks, and must face intense competition from other commercial establishments. The beneficiaries of the proposal were the owner and the employees. The results included marketing strategies through the direct channel, consisting of improving the image of the point of sale, expanding the customer base with the home delivery service, and a home delivery seller in rural areas. The strategy of a digital sales channel, a website, a digital catalog and a Facebook profile. Participation in agricultural and livestock fairs and events was proposed. In the indirect channel, alliances with agricultural associations would become intermediary allies, facilitating the distribution of products. The estimated cost was $3,160.00 for its implementation. The marketing strategies resulted in impacts in the economic, social and technical fields through the benefits inherent to the proposal.