Diseño de un plan de comercialización para la Asociación Artesanal de Producción de Bienes Agrícolas Pecuarios y Pisicolas Taramak Asotak del cantón Morona, provincia de Morona Santiago

Abstract

The marketing plan design for the livestock, pisicolas and agricultural goods’ production artisan association Taramak Asotak of Morona canton, province of Morona Santiago, it has as aim to set its products in the market, through strategic planning. The research methodology used was qualitatively and quantitatively , the investigation tools used were an interview to the association legal representative and surveys to the current sample population , allowing the marketing study development , internal and external organization analysis through matrices elaboration , as a result the Taramak Asotak association has lack of corporate philosophy, quality control, marketing strategies, customer acquisition and loyalty, however, opportunities and competitive advantages were determined, such as strategic alliances and technical support from public institutions, products with unique sanitary registry in the area allowing differentiation. A marketing plan development as a fundamental input was recommended the same that will allow the organization to be more effective than the competition when it comes to generating brand value in the target public, in the same way this document will allow to achieve the goals established even more when we speak of a new organization that intends to be introduced in the market.