Estrategias para mejorar la comercialización de leche en el centro de acopio de la Asociación de Producción Agropecuaria Atillo Piedra Blanca “ASOPRAPIB”, provincia de Tungurahua, cantón Mocha.

Abstract

This research work aimed to improve marketing of milk in collection center at association agricultural production “Atilio Piedra Blanca ASOPRAPIB”, in order to propose strategies that allow the expansion of sales volume product. Surveys were done to representatives from microenterprises that were registered in Tungurahua promotion showcase program; in addition to an interview to representative from union to know the problems that they currently have. They made the situational diagnosis of the association to analyze internal and external factors; finding dependency with an only customer; In addition to lack of marketing strategies and production of cold raw milk. Marketing strategies were proposed to allow the expansion of sales measurements of product like logistics and advertising that will allow marketing of milk to increase through advertising the activity to which the association is dedicated will be promoted and with the timely distribution, the customer will have raw material at the appropriate time. It is recommended to the representatives from association to establish agreements with governmental institutions that allow improving the breed of milk producing cattle that allows to increase the capacity of production and to elevate the profitability.