Elaboración de un plan de marketing para las hortalizas que comercializa la Empresa Agroazuay en el cantón Cuenca, periodo 2016 – 2017

Abstract

The objective of the present titling work was to propose a Marketing Plan for the vegetables that the mixed economy company AGROAZUAY GPA commercializes in the city of Cuenca, with the name of "Las Canastas", products that will be directed to people who have an age 25 years and over, economy class A and B, enjoy a healthy and active life, and in turn like to eat organic, fresh and healthy foods such as vegetables. In order to gather the necessary information to carry out the proposal of the Plan, a market investigation was carried out through a survey of 383 households in the different urban parishes of the city of Cuenca. The most relevant results were: Vegetables best known for households surveyed is Supermaxi (64%). The attribute or characteristic most valued by the homes when making purchases of vegetables is the freshness (33%). The vegetable that is consumed the most in Cuenca´s homes is the tomato (27%). The most important reason why Cuenca´s citizens use vegetables is because they consider them to be health products (43%). At the time of the purchase of vegetables, Cuenca´s families usually do not look at the labeling (90%). The communication channels most used by households to receive information on organic products are radio and social networks (43%). Having all the relevant information provided by the market research, we proceeded to design the logo and slogan of "Las Canastas", the same one that reflects the azuayo origin of the vegetables in order to generate a sense of belonging on the part of the consumers, subsequently the proposal of the Marketing Plan was carried out, which was divided in two parts Strategic Marketing and Operative Marketing; Strategic Marketing consists of market segmentation, targeting and positioning for "Las Canastas", while in the Operative Marketing the Marketing Mix (Product, Price, Place and Promotion) are included in which several strategies are proposed to position in Cuenca´s market of successful way the vegetables "Las Canastas".