Las estrategias de markering y publicidad y su incidencia sobre el nivel de ventas de la empresa Inveragrocorp S.A. de la ciudad de Portoviejo

Abstract

The company INVERAGROCORP S. A. is a company from the city of Portoviejo, owned by the Ramirez family, dedicated to the production and distribution of some products, especially the tomato sauce "Don Joaquin", which is considered its star product. INVERAGROCORP S.A. has responded to the call by locating itself in the city of Portoviejo Avenida Metropolitana Km. 4½ and joining the other productive forces that take advantage of other resources in the province of Manabí. INVERAGROCORP S.A. It is one of the companies where the prices of the product offered in all its presentations are accessible according to the market economy, that is, it gives the ease of purchase by the people who want to acquire it, as well as the costs of manufacturing it allow them not to have such a high amount, it has access to several markets in which they have an acceptance that does not classify them as leaders, but nevertheless, it sets the standard to know that they do have demand and that gives them opportunities to investigate in the business world, although its production is not continuous, it has competition at the national level but not at the provincial level, which is an advantage, but at the same time it is worth emphasizing that its competition also has strengths in the markets, with respect to its suppliers, they are managed directly, which allows them not to have conflicts or any kind of setback when obtaining their raw materials and materials for the manufacture and elaboration of their products. Marketing focuses primarily on analyzing consumer tastes, it aims to establish their needs and desires and influence their behavior so that they want to buy existing goods, so that different techniques are developed to persuade consumers to buy a certain product. Marketing activity includes planning, organizing, directing and controlling decision-making about product lines, prices, promotions and after-sales services. In these areas, marketing is essential in the development of new product lines, and plays an advisory role. In order to develop a strategy with a certain chance of commercial success, the marketing department conducts research to analyze consumer behavior. Changing habits and lifestyles have a direct influence on product sales. “The life cycle of a product requires a detailed study. All products lose their initial appeal over time, due to their novelty. Producers can also accelerate the expiration of products by introducing new ones with more modern features. Today, consumers not only expect new products to appear, but they react positively to improvements and innovations in production. This influences the longevity of items, which in turn affects costs and, therefore, the final price. Competition between producers who make similar items accelerates the appearance of others with new features.