Plan de Comercialización para la introducción de los productos de Organo Gold International Incorporate en la ciudad de Ambato para el año 2013

Abstract

The present research was developed during January – July 2013 in Ambato city, Tungurahua province, for this work was diagnosed of the actual situation of Organo Gold coffee Ecuador, Hub – Red Latin-american in Ambato. For the collect of data was used the survey technic, aimed to men and women between 22 and 65 years old, that correspond to level social-economic medium-high and high, the survey also was directed to the president of the company, the manager and the executives of the head quarter and subsidiaries, of which obtained definitive data for the correct application of our purpose. During the executed study can be rescued that the most people that consume coffee in Ambato city, prefer established brands like: Nescafé, Minerva or Buendía, although not exist restriction front the Organo Gold brand, for its competitive advantages in front to the competitors in healthy benefits, scent, quality and flavor; we know that the population knows about the introduction of Organo Gold brand in the local market. In the proposal has been developed six groups of strategies, that will contribute to the commercial development. The organization relatively young shows important advances in topics of government and functional organization, however requires of a gestion model that concrete and made effective the efforts of the associated in specific areas, for general politics of the enterprise cannot developed advertising, only publicity mouth to mouth, however require of alternative mechanisms that popularize the consume of Organo Gold Products, like a fresh brand, young and adaptable to the necessities of everybody.