Plan de marketing para posicionamiento de la bomba post-cosecha en el sector bananero

Abstract:

The present Marketing Plan for the positioning of the post-harvest pump in the banana sector, was conducted in the canton El Guabo, located in the northwest in El Oro province, in the south of the Ecuadorian coast, with an extension of 61.847,95 hectares. The objectives proposed were: Undertake a market research, to determine the characteristics of the demand and supply of the product; carry out a SWOT analysis to identify the internal and external factors that are involved in the marketing of the product; and design strategies that allow us to position the pump post-harvest in the banana sector. For the respective market analysis it was considered to take as population the banana farmers of the canton El Guabo, who are registered at the Provincial Directorate of the Board of Agriculture and Livestock of the province El Oro. In addition, some interviews were conducted to the different delegates of public and private institutions to collect information that facilitates an approach of data to the present investigation. It is concluded that there is a growing demand of fumigation equipment, because the post-harvest fumigation pumps are one of the equipment of greater use in farming operations. A large number of the farmers would be willing to use the pump of VPC, since the backpack pump is the most used and therefore it does not meet the expectations in terms of productivity and efficiency. The farmers hope that fumigation equipment provide them with benefits, better coverage, and reduction of damages in the accessories. The SWOT analysis was conducted for the marketing of the postharvest fumigation equipment with VPC, in which it could be identified the strengths, weaknesses, opportunities and the potential threats that the marketing of the pump of post-harvest fumigation with VPC could confront. The company has a wide portfolio of clients, it is the market leader in the sale of consumables, machinery and other agricultural equipment. There is an organizational, technical and logistics structure, with the availability of different agencies at the national level. There are some factors that can adversely affect the marketing of which the company will take the respective previsions in order to minimize the possible impact that it may cause. Strategies that will position

Año de publicación:

2017

Keywords:

• ESTRATEGIAS
• POSCOSECHA
• Banano
• Bomba
• POSICIONAMIENTO

Fuente:

rraae