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Plan de marketing para la Empresa Fumicar de la zona sur

Abstract:

The research is focused on the proposal of a "Plan of marketing for the company Fumicar in the south". Which will contribute to greater coverage of services to banana producers was raised as. general objective to implement a marketing plan for the company Fumicar, allowing greater coverage of service to banana producers The specific objectives were: To analyze the related to banana production in the zone of influence environment, analyzing the current situation Fumicar company, a diagnosis of the situation and define marketing strategies to be implemented in the company Fumicar. According to the branches of economic activity in the Canton Pasaje, in the primary sector comprising agriculture, forestry and fisheries: the following conclusions were reached. In agricultural branch banana cultivation, which are produced in greater amounts in the parishes of Buenavista, the Peaña, Cañaquemada and Pasaje they stand. It was determined that the company Fumicar has the infrastructure and equipment necessary to meet a potential market, as is the banana market. Trust turbo aircraft providing 500, 200 and 150 gallon capacity, with GPS, Intelligent Valve and Spray Off with operational capacity of 3,500 hectares. By applying tools as SWOT, the definition of critical success factors, assessment matrices internal and external analysis, the result could be obtained in the competitive profile matrix, where the company has a level of effectiveness 3.76, this represents a high competitive edge in terms of the proper management of critical success factors. It was determined that the potential market within the area of influence of the company Fumicar is 35,000 hectares. The 27.27% of producers who are between 51 to 100 hectares of potential to cover the services of Fumicar, 18.18% are in sizes of farms between 21 to 50 hectares and finally 9.09% of those They possess more than 100 hectares. 2018. Thus 2015 is expected to cover about 145,434 hectares - a projection of sales of aero spraying services for the period 2015 was established. By 2016 the increase will have covered 174,521. It is expected that in 2017 the additional exceeds 209,425 ha. At the end of 2018 the projected increase will be covered 251,310 hectares in the area of influence of the company Fumicar. Strategies of product, pricing, distribution and promotion were defined. Regarding product strategies campaigns will follow on applications made, meetings with clients, etc. Pricing strategies are especially aimed at VIP