Marketing estratégico para el posicionamiento del producto “turrón Apica” de la Asociación de Trabajadores Apícolas Autónomos Cacha “APICA”, en la provincia de Chimborazo, cantón Riobamba

Abstract

The present research work was the Strategic Marketing for the positioning of the product "Turrón Apica", at Association Autonomous Beekeepers Cacha (APICA), in Riobamba, Chimborazo province. It has as main objective to increase sales and the positioning at the company through innovative strategies that help improve business activities and customer service. The research was conducted through surveys of current and potential customers belonging to the five parishes of the city of Riobamba: Lizarzaburu, Yaruquíes, Maldonado, Velóz and Velasco. The methodology was used to know the variables from five parishes was an analysis through micro and macro environment at company accompanied by a SWOT; analysis as well as different matrices allowed to obtain relevant information about the research in the same way used the structure of a strategic marketing plan to counteract the shortcomings found within the research project. It was identified that the APICA company needs to offer its clients greater purchase opinions to the customer through quality products, adjustable prices to their economy, promotions with special offers and discounts; In addition, increasing publicity and information is of vital importance to improve the service and customer service, and therefore improve positioning increase the sales of the organization. The research proposal is based on strategies that were designed based on the market study carried out in order to increase the positioning of the appropriate marketing of the products. It is recommended the execution of the present project since it will allow fulfilling the objectives and goals established by the association.