Elaboración de plan de marketing para fomentar la competitividad de la corporación de organizaciones campesinas indígenas de las Huaconas y Culluctus “C.O.C.I.H.C”, del cantón Colta.

Abstract

The organization "C.O.C.I.H.C" is an organization with the purpose in the industrialization of dairy products, using milk as raw material for the production of cheese and yogurt, which does not have a Marketing plan to market its products. Therefore, the objective of this research was to develop a Marketing Plan to promote the competitiveness of the Corporation of Indigenous Peasant Organizations of Huaconas and Culluctus "C.O.C.I.H.C", from Colta canton, to provide a technical-administrative tool through the diagnosis of the economic and social situation of the corporation, through the development of marketing strategies that allow improving competitiveness, the methodology used was on the spot, which was limited by the pandemic problems that arise around the world, such as The main finding is the lack of leadership that exists in the corporation, as well as no activities have been developed that allow the Sierralac brand to be positioned in the ideology of local distributors and consumers, given which it is imperative to take actions that will first allow improvement, the image of Sierralac, in all presentations, then search for a market through the networks, without neglecting the work in local media such as radio and television, one of the best strategies is to participate in inclusive fairs that currently have the promotion and sponsorship of government entities such as the Decentralized Autonomous Government of Colta, showcases that allow establishing ties of association between producers, distributors and consumers, a suggested idea is the sponsorship of events that position the Corporation as a reference in support of social and community activities, cultural and sports. It is concluded that the implementation of the marketing plan is necessary and imperative as an instrument to improve the income productivity of COCIHC members.