Diseño de un modelo de gestión en Marketing y Ventas para la Empresa Avícola Mayorga en la ciudad de Ambato, provincia Tungurahua, período 2013

Abstract

Currently the poultry production in Ecuador has increased, especially in the province of Tungurahua which constitutes 70% of the national production. This actually causes the market to become more competitive, much of nationals companies, being of familiar type are limited in the administration, it involves the processes of marketing and sales and the market share grows slowly. This research work originates from the need of a company, however it should be emphasized that the features in terms of internal and external part are similar in the poultry sector, tending to the model as the basis for companies that operate in the same Poultry Mayorga field. To get a broader view of the various factors that influence in both the problem and the proposal itself, it had been applied techniques and data collection instruments, obtaining first-hand information of customers and consumers. Through the design and implementation of the management marketing model and sales seeks to position the company in the market with greater participation, it should be noted for the proper application of it which consists of five phases, strategic management, analysis, corporate image strategies and budget. In addition, the application of tools such as the evaluation matrix of the forces of Porter, and MKINSEY GE matrix.