Plan de mercadotecnia para mejorar los ingresos por ventas de lúcuma del fundo agrícola Marengo
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Date
2014
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Universidad Femenina del Sagrado Corazón
Abstract
Este trabajo de investigación se llevó a cabo en el distrito de Pachacamac, en la zona de Jatosisa donde se ubica el Fundó Agrícola Marengo, y en el cual se pretende demostrar qué implementando un plan de mercadotecnia de Lamb, Hair y McDaniel los ingresos por venta del fundo mejorarán. Es importante que el Fundo Agrícola Marengo aplique el plan de mercadotecnia ya que hoy en día estamos viviendo en un escenario de competencia y en donde las empresas aplican herramientas y estrategias que los ayuden a competir en el mercado. Para la presente investigación se ha utilizado el tipo de investigación: aplicada y un nivel de investigación: descriptivo correlacional, por lo que el plan de mercadotecnia brindará una solución a los problemas de comercialización que presenta el fundo. El método de investigación es de método descriptivo y el diseño de investigación es no experimental por que se llevó a cabo mediante la observación, describiendo datos y características de la población. El proceso de investigación en el fundo Marengo permitió determinar que el plan de mercadotecnia ayuda en tres puntos importantes: (a) Que el área de ventas tenga conexión con el área de producción, (b) Que aumenten las fortalezas y disminuyan las debilidades y (c) Que mejore el ingreso por ventas de lúcuma en el Fundo. Todo lo anterior permitió llegar a las siguientes conclusiones: (a) El Perú presenta un aumento sostenido en las exportaciones de lúcuma. (b) Que una empresa competitiva requiera necesariamente de un plan de mercadotecnia adecuado para enfrentar la hípercompetencia y poder aprovechar las oportunidades que nos da la globalización. (c) Que el no tener el fundo agrícola marengo un plan de mercadotecnia hace perder la oportunidad de entrar a mercados internacionales teniendo conocimiento que los gustos y preferencias de los consumidores internacionales son dirigidos a los productos naturales como la lúcuma.
This research was conducted in Pachacamac, in the district of Jatosisa, the where the Agricultural Fundo Marengo is located, and which is intended to demonstrate that implementing a marketing plan for Lamb, Hair and McDaniel, sales revenues the estate will improve. It is important that the Agricultural Fundo Marengo apply the marketing plan because today we are living in a competitive scenario where companies apply tools and strategies that help them compete in the market. In the present study we have used the type of research and applied research level: Descriptive correlational, so the marketing plan will provide a solution to marketing problems presented by the Fundo. The research method is descriptive method and the design is not experimental research that was carried out by observing, describing data and population characteristics. The research process in Agricultural Fundo Marengo allowed to determine that the marketing plan helps in three major points: (a) the sales area has a connection with the production area, (b) enhance the strengths and reduce the weaknesses and (C) Improve sales revenue lucuma in Fundo. All this allowed to reach the following conclusions: (a) Perú presents a sustained increase lucuma exports. (b) a competitive company necessarily requires a suitable marketing plan to tackle the hyper and take advantage of the opportunities provided by globalization. (c) not having the charcoal agricultural founded a marketing plan makes you lose the opportunity to enter international markets with knowledge that the tastes and preferences of international consumers are directed to natural products such as lucuma.
This research was conducted in Pachacamac, in the district of Jatosisa, the where the Agricultural Fundo Marengo is located, and which is intended to demonstrate that implementing a marketing plan for Lamb, Hair and McDaniel, sales revenues the estate will improve. It is important that the Agricultural Fundo Marengo apply the marketing plan because today we are living in a competitive scenario where companies apply tools and strategies that help them compete in the market. In the present study we have used the type of research and applied research level: Descriptive correlational, so the marketing plan will provide a solution to marketing problems presented by the Fundo. The research method is descriptive method and the design is not experimental research that was carried out by observing, describing data and population characteristics. The research process in Agricultural Fundo Marengo allowed to determine that the marketing plan helps in three major points: (a) the sales area has a connection with the production area, (b) enhance the strengths and reduce the weaknesses and (C) Improve sales revenue lucuma in Fundo. All this allowed to reach the following conclusions: (a) Perú presents a sustained increase lucuma exports. (b) a competitive company necessarily requires a suitable marketing plan to tackle the hyper and take advantage of the opportunities provided by globalization. (c) not having the charcoal agricultural founded a marketing plan makes you lose the opportunity to enter international markets with knowledge that the tastes and preferences of international consumers are directed to natural products such as lucuma.
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Keywords
Marketing -- Planificación, Frutas, Negocios internacionales--Tesis