CANALES DE DISTRIBUCIÓN Y CAPTACIÓN DE NUEVOS MERCADOS : CASO DE ESTUDIO , MICROEMPRESA PICANDO ANDO DE PORTOVIEJO
2018
Distribution channels are means of commercialization used in the commercial
process by manufacturers and intermediaries
(retailer
-
wholesaler) to get the
goods to consumers. This research project arises from the lack of awareness of
the products of the brand PICANDO ANDO by consumers, with the goal of
attracting new markets for marketing, allowing mass consumption of these
p
roducts in different sectors of the city of Portoviejo, making use of the stores of
neighborhoods and pantries. In the research process the methods used were:
exploratory, descriptive and bibliographic, and similarly, research techniques
such as, the inter
view, made to the owner of the microenterprise to know the
current situation of the same, and surveys aimed at the citizens and owners of
the retail stores that evidenced the preferences and acceptance of the products
in their order. Within the results of
this investigation we have: the ignorance of
the brand at the popular level, the predisposition to sell and consume the products
by the owners of the neighborhood stores and the citizenship, therefore, the
design of the action plan for the application of t
he indirect short distribution
channel, the same that allows them an adequate commercialization for PICANDO
ANDO products, the opening of new markets, the increase in sales and the
positioning of the brand
Keywords:
- Correction
- Source
- Cite
- Save
- Machine Reading By IdeaReader
0
References
0
Citations
NaN
KQI