Plan de marketing de la manzana (Malus) en dos provincias (Chimborazo, Tungurahua) de la zona 3 sierra centro.

Abstract

The objective of the research was to improve the commercialization and valorization of the apple at the national level, which will benefit the population of two provinces by increasing their sales and income. For this research, interviews with apple producers were conducted. Also, surveys were applied to the population of the two provinces with a probability sampling. A situational analysis of the market was carried out using internal and external diagnostic matrices, identifying Strengths, Opportunities, Weaknesses and Threats. (SWOT). The results showed that the production of apples in the central highlands is internally weak since it does not have associations, brand, promotion and advertising strategies and there are only a few distribution channels making the sales impossible. On the other hand, the strengths, such as, the benefits to health, the variety of apples, the experience in their production, the soil and appropriate climate were evidenced. In addition, a market research was carried out to know the tastes and preferences of apple consumers which determined that the following strategies were needed: advertising in social networks, implementation of short and long distribution channels, printed advertising such as posters, creation of an association in each province, a brand and training. By doing this, the marketing will increase and the economy of apple producers will improve. It is recommended to apply this marketing plan to improve and increase the sale of apples, generate employment and its purchasing power, as well as, a control system to verify the efficiency of the strategies and planned objectives.