Diseño de un plan estratégico para mejorar la comercialización de papa china en el sector norte de la Ciudad de Guayaquil
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Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El desarrollo de esta investigación está dirigida a la comercialización de papa china en el
sector norte de la ciudad de Guayaquil, se pretende analizar el grado de aceptación del
producto, a través la puesta en marcha de un plan estratégico que permita conciencizar a
la población sobre las propiedades nutritivas de la papa china y el beneficio que aportan a
la salud, para generar una mayor necesidad de consumo, que a su vez favorezca en la
comercialización del producto.
En el primer capítulo, Marco teórico, está relacionado con el desarrollo de una base para
sustentar el análisis, procedente de la investigación, mediante antecedentes históricos, las
características del producto, su comercialización, científica de la problemática,
conceptualización y la operacionalización de las variables. En el segundo capítulo,
Diagnostico del estado de la situación actual, se investiga las causas de la problemática,
mediante encuestas a los ciudadanos del sector norte de Guayaquil, para determinar el nivel
de conocimiento y aceptación del producto, se procede a realizar la interpretación de los
datos.
En el tercer capítulo, Propuesta, se establece una solución a la problemática, considerando
los aspectos más relevantes, que fueron determinados en el diagnóstico de la investigación
y el desarrollo de la propuesta. Como punto final se desarrollan las conclusiones y
recomendaciones que está enfocada en los resultados de la investigación y que
contribuyen a mejorar la comercialización de la papa china.
The development of this research is directed to the marketing of papa china in the northern sector of the city of Guayaquil, is an attempt to analyze the degree of acceptance of the product, through the implementation of a strategic plan that will raise public awareness of the nutritional properties of the papa china and the benefit that brings to the health, to generate a greater need for consumption, which in turn promotes the marketing of the product. In the first chapter, Theoretical Framework, is related to the development of a database to support the analysis, from research, through historical background, the characteristics of the product, marketing, scientific problems, conceptualization and operationalization of the variables. In the second chapter, diagnosis of the state of the current situation, is investigating the causes of the problem, through surveys to the citizens of the northern sector of Guayaquil, to determine the level of knowledge and acceptance of the product, the interpretation of the data. In the third chapter, Proposal, a solution to the problem, taking into account the most relevant aspects, which were determined in the diagnosis of the research and development of the proposal. As a final point are developed the conclusions and recommendations that is focused on the results of the investigation and that contribute to improve the marketing of the papa china.
The development of this research is directed to the marketing of papa china in the northern sector of the city of Guayaquil, is an attempt to analyze the degree of acceptance of the product, through the implementation of a strategic plan that will raise public awareness of the nutritional properties of the papa china and the benefit that brings to the health, to generate a greater need for consumption, which in turn promotes the marketing of the product. In the first chapter, Theoretical Framework, is related to the development of a database to support the analysis, from research, through historical background, the characteristics of the product, marketing, scientific problems, conceptualization and operationalization of the variables. In the second chapter, diagnosis of the state of the current situation, is investigating the causes of the problem, through surveys to the citizens of the northern sector of Guayaquil, to determine the level of knowledge and acceptance of the product, the interpretation of the data. In the third chapter, Proposal, a solution to the problem, taking into account the most relevant aspects, which were determined in the diagnosis of the research and development of the proposal. As a final point are developed the conclusions and recommendations that is focused on the results of the investigation and that contribute to improve the marketing of the papa china.
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Palabras clave
PLAN ESTRATEGICO, COMERCIOALIZACIÓN, PAPA CHINA, RPOPIEDADES NUTRITIVAS