Diseño de estrategias de producción y comercialización para la Granja Avícola Matilde Esther de la parroquia Febres Cordero, cantón Babahoyo, provincia de Los Ríos

Abstract

The present investigation is focused on designing production and marketing strategies for the poultry farm Matilde Esther of Febres Cordero parish, Babahoyo county, Los Ríos province, with the objective of taking advantage of 17% of its installed capacity, to achieve the positioning of chicken meat packaged in current and potential consumers. The methodology used is based on conducting a survey applied to workers and administrative personnel, in addition to applying the SWOT matrix, where an analysis of the fundamental aspects such as internal and external factors affecting the commercialization of the poultry farm was carried out, also a market research, which served as the basis for the development of strategies. The findings were that one of the main problems faced by the poultry farm Matilde Esther is that it does not have its own distribution channel, which is an impediment for customers to recognize the company, the consumption of chicken in Babahoyo county is very high in an average per household consumes 3 times per week which makes chicken meat a very high demand. It is recommended that the poultry farm Matilde Esther to create its own brand of products in order to gain a niche market in the Babahoyo county, and in this way not only depend on the company Pronaca.