Plan de mejora de la comercialización en la corporación de productores de cacao fino de aroma San Plácido

Abstract

The focus of this research is to create a marketing plan that improves sales in the corporation of producers of fine aroma cocoa San Plácido. The objective of this work is to carry out a plan to improve marketing in the corporation of producer of fine aroma cocoa San Plácido. The qualitative method was used that allowed us to find precise results through interview that were used and directed to the president of the corporation, allowing us to interpret the number of products they sell, the companies that buy the product, promotions and distribution channels, the qualitative method through surveys carried out with alternatives represented numerically in order to know exactly the demand that currently exists for chocolate and also see what knowledge exists of people about the corporation, this was directed to the general public of the Portoviejo canton. The results indicated that there is a lot of demand for chocolate, but very few know the corporation, taking this into account, why sales are low, and they also have little advertising or media to publicize their products, it lacks strategies, causing the corporation not to be recognized. For this reason, commercial actions have been proposed such as integrating a marketing department that is specifically composed of specialized marketing personal focused on improving sales and in turn recognizing the corporation of producers of fine aroma San Placido cocoa