Estrategias de comercialización y propuesta de exportación de la infusiones para la Asociación de Productores de Plantas Medicinales de Chimborazo “Jambi Kiwa” destino Francia, periodo 2010-2015

Abstract

The present technical memory is oriented to implement a strategic plan of commercialization for the Innovation of the Medicinal Plants Producers Association of Chimborazo "JAMBI KIWA" of the city of Riobamba for the period 2011-2015. This Company was created in order to satisfy the existing demand of the market of infusions having thus ten years of existence, time in which has reached an important national and international positioning at the local level, for this reason is necessary to carry out a diagnosis of the exports and imports and projections in base to Statistical data of the French market. The potentialities of the business were studied and in this manner the best Channel of distribution was established. For that, a proposal has been defined where the processes of export in Ecuador and in the country of the destiny are evident. In addition a market research was carried out to determine the level of acceptance of the infusions in the market of France and in this manner were established strategies for the commercialization of the product, this Strategic plan of commercialization is the tool that has been facilitated to the Company of "JAMBI KIWA" In order to Orient with greater objectivity a suitable export. Finally conclusions and recommendations were determined where the most prominent aspects are emphasized to take into account for a suitable decision making.