Diseño de un sistema de comercialización de leche y queso para la Corporación de Organizaciones Campesinas Indígenas de las Huaconas y Culluctus (COCIHC) en el cantón Colta

Abstract

The current research work aims at the design of a marketing system for the Corporación de Organizaciones Campesinas Indígenas de las Huaconas y Culluctus (COCIHC) in the Colta canton, with the purpose of having a continuous improvement on the part of the representatives within the company. The methodology that has been carried out for the development of the research was the observation addressed to the managers of the sector and the interview to the General Manager of COCIHC, who let us know about the marketing system at the moment of selling the product and distribution channels for it. Another way to know the current situation and the problems it is going through is to keep insisting on a continuous improvement against the competition. From these processes, new strategies were generated that would allow opening new markets, such as: market segmentation, market research, commercial strategies (4P), customer service and good negotiation as a solution to their problem. Which will allow to increase their sales and introduce their dairy products in new markets of the sector and of the area. It is recommended to take into account the proposals of this present research work that was carried out with the purpose of improving its sales levels and continuous improvement of COCIHC.