Proyecto de mejoramiento a los procesos de comercialización, canales de distribución con fines de exportación de los productos agroalimentarios de la empresa Pública Municipal Mercado de Productores Agrícolas “San Pedro de Riobamba” (EP-EMMPA) para el año 2016.

Abstract

The present research is a Project of improvement to the processes of commercialization and distribution channels for the Empresa Pública Municipal Mercado de Productores Agrícolas San Pedro de Riobamba (EMMPA), in order that allows to improve the current administration of the institution. A diagnosis was made, through the SWOT analysis that allowed to establish the strengths, weaknesses, opportunities and threats of the entity; through surveys carried out by personnel working within the institutuion, both administrative staff and merchants, and an interview with the General Manager of EMMPA, obtaining findings such as: there is no an updated project to improve distribution channels, and marketing is in an irrational way that is the reason why have not been obtained quality standards. The income does not justify the investment made so the merchants have to look for alternatives such as the informal sale of their products. The commercialization processes have been designed to improve the management of the entity. It is recommended that the institution applies the proposed proposal, starting from a defined strategic context, as well as the commitment of the managers and collaborators that added to an appropriate follow-up, to let to improve the management of the and in this way assure the quality in the service.