Estrategias de comercialización de los productos del Centro de Servicios Turísticos El Arenal de la Reserva de Producción de Fauna de Chimborazo del Ministerio de Ambiente en el período 2015

Abstract

The present research work was developed; With the theme Marketing Strategies for the products of the tourist services center El Arenal of the Chimborazo Wildlife Production Reserve of the Ministry of the Environment in the period 2015. It was necessary to generate a situational diagnosis and to apply, based on the collection of information, internal and external strategic profile matrices, in order to identify the threats and limitations that independent merchants have, which do not allow adequate sales management. For the data collection, the survey technique was used, directed to the 85 merchants authorized by the reserve, the interview was applied to the Provincial Director of the Environment, from which definitive data were obtained. The proposal focused on: integrating traders through a partnership, designing and implementing a trademark and a kiosk with standardized designs, allowing a corporate image suitable for both traders and the Reserve; Finally, the incorporation of a Sales and Customer Service Manual is proposed. Traders show interest in forming an association, which helps to develop new mechanisms of fair trade and quality, regulating their activities and watching over the welfare of all its partners.