La función del marketing estratégico en el desarrollo sostenible de las empresas familiares PYMES (Caso AVICESAT CIA. LTDA.).

Abstract

The objective of this research was to apply strategic marketing in Avícola Cecilita AVICESAT Cia. Ltda., in order to contribute to the sustainability of this small and medium family enterprise (SME). To understand the current status of the enterprise, object of this study, we proceeded to conduct surveys on the employees of the enterprise and interviews with the managers of both; those of the company under analyses and those managers who are part of the competition. This allowed us to get to know the problems that the organization currently presents, the same ones that have been caused by an empirical administration, unfair competition, increases in raw material prices and the global economic crisis, to which we add the absence of an advertising plan, low productivity and uncompetitive prices. An analysis was made of the internal and external environment in which the company operates, which served as the basis for the development of the marketing proposal. After identifying the strengths, weaknesses, opportunities and threats that surround this enterprise, we proceeded to establish four strategic objectives to be achieved by the company. Within said proposal, goals, policies, tactics, control indicators, responsible parties, deadlines and budgets are established. The implementation of the proposed strategic marketing plan is recommended, through which the company can develop in a structured manner, obtain better economic results and be sustainable over time.