Modelo de gestión organizacional de Trade Marketing, para la comercialización de los productos de la fábrica de derivados de caña de azúcar “La Dorada” del Gobierno Autónomo Descentralizado del Municipio del Cantón Lago Agrio.

Abstract

The objective was to promote the use of the Trade and Marketing Organizational Management Model, as a basic tool for the commercialization of de the Factory Products of Sugar Cane Derivatives Manufacture La Dorada(L:D) of the Autonomous Decentralized Municipal Government of the Lago Agrio Canton (GADMLA). The Sugar Cane Products Derivatives Factory L.D is a new public enterprise in the sugar market and did not maintain defined marketing management and commercialization processes of its products, generating a low turnover of goods in its outlets and an inadequate marketing management. In the Marketing Department; after figuring out the commercial problem, a diagnosis was performed based on interviews, surveys and a correlational analysis of variables which helped to define the processes and strategies of the model that determined the main tools to improve turnover, visibility and marketing of the products of this public company. The obtained results demonstrated that the absence of Trade and Marketing Organizational Management Model in the company reduces the levels of product turnover in its selling outlets, it`s for this reason of the 100% of those interviewed, 56% indicated that L.D products are difficult to commercialize due the a lack of high-visual impact strategies in the point of sale (traffic building) to facilitated the acquisition of the product on part of the client. It was concluded that L.D Factory needs to implement, evolve and innovate organizational management processes in Trade Marketing to strengthen its management, administrative and commercialization activities to stay current in the market and maximize its income. It`s recommended that the factory incorporates, as a support of its activities, a Trade and Marketing Organizational Management Model that has been designed, to direct the company and apply innovative commercialization strategies of its products.