Diseño de un Modelo de Gestión de Marketing para incrementar la rentabilidad de la Corporación Artesanal de Emprendedores Productivos de Pastaza (COEMPROPAS), año 2015

Abstract

The design of a marketing management model for the Productive Entrepreneurial Craft Corporation of Pastaza arises from the need to increase the positioning in the target to which it directs its products and therefore its profitability, thus guaranteeing the survival of this organization. In order to carry out this research, primary and secondary information was collected using qualitative and quantitative methods, through tools such as direct observation in the institution, interviews with the manager and partners of the company and the survey of the target public, which provided relevant data for The establishment of the SWOT analysis, as well as for the market research in which it was possible to appreciate the tastes and preferences of the actual and potential clients in order to establish a response close to their needs. The realization of the diagnosis allowed the establishment of strategies: Promotion for retailers and final consumers. Advertising at points of sale and print media. Sales force with continuous sales training and evaluation. Establishment of distribution channels motivating the delivery of the product from the company to the final consumer. Public relations encouraging the social recognition of the brand through stands and animated characters at events, exhibitions, conventions and in those that the company organizes to inform and persuade the consumer about the benefits of the product. This proposal aims above all to improve the profitability of the company and expand the coverage of its products at the regional level. The implementation of the model will guarantee the validity of this productive unit in the market, increasing the volume of sales and generating at the same time the sustainable and sustainable development of the surrounding communities, improving the quality of life of the social actors involved.