Plan de marketing para las empresas de fabricación de productos lácteos y sus derivados en la zona 3.

Abstract

The objective was to develop a Marketing Plan for the dairy product companies in zone 3. The problem was identified, based on the inadequate application of marketing strategies in the target markets, antecedents that were used as a base for the study was considered and a scientific substantiation that contributed in the proposal was developed. A survey was applied to a sample of 384 pepole divided in the provinces that make up zone 3, 133 in Chimborazo, 121 in Tungurahua, 108 in Cotopaxi and 22 in Pastaza, useful information was obtained which reveals that 52% of the people surveyed do not know the marketing strategies applied by dairy companies in zone 3, while 53% of people surveyed say that with the implementation of a marketing plan, sales will improve at PRASOL”Lácteos Santillán”, company in which the proposals will be applied.It was determined that there is lack of knowledge oh the managers on the importance of applying Marketing Strategies in their companies. It is recommended to implement the Marketing Plan as a vital tool for the growth and development of market share and participation, as well as to carry out periodic checks on the application of the Marketing Plan, which will allow to know and judge the results obtained, deepening and clarifying the reasons that have motivated the variations of the same, this will serve as element for the corrective actions taking on the Marketing Plan desviations.