Diseño de un plan de marketing para la empacadora de camarón exorban S.A. para su producto de exportacion
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2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Existe desde el año 2015 el programa del gobierno “El mejor camarón del mundo” pero ha sido muy poco difundido sobre la finalidad que tiene y las proyecciones comerciales para que se instaure como marca país en beneficio del Ecuador, lo que ha ocasionado que las empacadoras del país, y explícitamente EXORBAN S.A., no se hayan vinculado en este programa para que se vean beneficiados de la exportación de su producto.
Además, EXORBAN S.A. no ha realizado un plan de marketing que difunda la iniciativa para incursionar en el mercado de Inglaterra (Reino Unido) por medio de su producto Sea Empire. En el presente trabajo de investigación se desarrolla un análisis retrospectivo sobre las exportaciones del camarón del Ecuador hacia el mundo en el período 2012–2016 y también las exportaciones que ha tenido la empacadora durante el mismo periodo para conocer su nivel de participación en el mercado.
El objetivo general es analizar la oportunidad de exportación de camarón hacia Inglaterra (Reino Unido) por parte de la empacadora EXORBAN S.A. a través del impulso del programa “El mejor camarón del mundo”. El marco teórico está compuesto de teorías como comunicación estratégica, plan de marketing, campaña publicitaria, marketing Mix. La metodología se basa en el enfoque de investigación mixta y en la modalidad de investigación documental y de campo, mientras que las técnicas son la entrevista dirigida al gerente general de la empresa y la revisión retrospectiva de las exportaciones de camarón.
The government's program "The best shrimp in the world" has existed since 2015, but it has been very little publicized on its purpose and commercial projections to be established as a country brand for the benefit of Ecuador, which has caused the packing companies of the country, and explicitly EXORBAN SA, have not been linked in this program so that they benefit from the export of their product. In addition, EXORBAN S.A. has not made a marketing plan that spreads the initiative to enter the market of England (UK) through its product Sea Empire. In the present research work a retrospective analysis is carried out on Ecuadorian shrimp exports to the world in the period 2012-2016 and, also the exports that the packer has had during the same period to know its level of participation in the market. The general objective is to analyze the export opportunity for shrimp to England (UK) by the packer EXORBAN S.A. through the impetus of the program "The best shrimp in the world". The theoretical framework is composed of theories such as strategic communication, marketing plan, advertising campaign, marketing Mix. The methodology is based on the mixed research approach and the documentary and field research modality, while the techniques are the interview directed to the general manager of the company and the retrospective review of shrimp exports.
The government's program "The best shrimp in the world" has existed since 2015, but it has been very little publicized on its purpose and commercial projections to be established as a country brand for the benefit of Ecuador, which has caused the packing companies of the country, and explicitly EXORBAN SA, have not been linked in this program so that they benefit from the export of their product. In addition, EXORBAN S.A. has not made a marketing plan that spreads the initiative to enter the market of England (UK) through its product Sea Empire. In the present research work a retrospective analysis is carried out on Ecuadorian shrimp exports to the world in the period 2012-2016 and, also the exports that the packer has had during the same period to know its level of participation in the market. The general objective is to analyze the export opportunity for shrimp to England (UK) by the packer EXORBAN S.A. through the impetus of the program "The best shrimp in the world". The theoretical framework is composed of theories such as strategic communication, marketing plan, advertising campaign, marketing Mix. The methodology is based on the mixed research approach and the documentary and field research modality, while the techniques are the interview directed to the general manager of the company and the retrospective review of shrimp exports.
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PLAN DE MARKETING, CAMPAÑA PUBLICITARIA, MARKETING MIX, COMUNICACIÓN ESTRATÉGICA