Plan estratégico para mejorar la comercialización del centro de acopio de leche cruda Rumipamba, parroquia San Juan, cantón Riobamba, provincia de Chimborazo, periodo 2021-2025.

Abstract

The objective of this research work was to develop a strategic plan to improve the commercialization of Rumipamba raw milk collection center in San Juan parish of Riobamba canton, Chimborazo province during the period 2021-2025, in order to direct more viable strategies and scenarios. The methodology used in the research was a mixed approach, it means that quantitative and qualitative data were used; as well as, the observation of the business environment, the survey directed to suppliers, the interviews to the owner manager and milk consumers, achieving to know both positive and negative events, mitigating the risks detected within the entity, for which documentary and field research was also used. Another way of knowing about the current situation and the problems is the unrequited or unfair price that is cancelled by the producers; therefore, the suppliers insist on the improvement. In conclusion, marketing growth is driven by applying commercial strategies (4P) to increase product acceptance, provide solutions to problems and increase sales by entering new markets. Finally, it is recommended that the entity take into account the proposals presented, so that there is a direction of the objectives, which are carried out with the intention of improving the level of marketing of the collection center.