Estrategias de penetración de mercado para el sector avícola de la Provincia de Tungurahua

Abstract

The company Avícola María José, has remained within the poultry sector Tungurahuense since its creation in 1997, dedicating itself to the care of the birds and production of eggs offering to the clients products according to their preference, therefore arises like idea of Mr. Eloy Sánchez who makes it his family business, starting his activities in Canton Pelileo, Cotaló Parish, Barrio San Juan, consequently, even with the efforts of continuous improvement, the company lacks market penetration strategies that allow participation significant in the sector that develops. The primary objective of the present research was the need for the company to have a model of strategies that help it to get out of the empiricism in which it is currently located. This means that both administrative and those of production have not been improved or focused on the needs of the poultry sector. The data obtained in developing the survey both the poultry sector and the economically active population of the province of Tungurahua established that the basis of the main diagnosis is the administrative management of the institution has been purely traditionalist and empirical that simply market their products wholesale without looking for a positioning of the corporate image of the company, being this one of the main barriers of the growth of the profitability, as well as the manipulation to the prices by delivery by the intermediaries, who enhance the quality of the product as such by its characteristics and benefits but not by its name as an institution. The research work is oriented to the search of new strategies of market penetration, through an internal and external analysis of the institution to diversify the marketing lines and distribution channels that have not been exploited due to the administrative management in an empirical way and of this one increase the profitability of the company.