Canal de marketing en mipymes del sector agrícola Ecuatoriano. Propuesta de Una Red de Comercialización para la Provincia del Guayas.
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente proyecto busca aumentar el nivel de competitividad de las MiPymes del sector agrícola de la provincia del Guayas a través de “Asociatividades Agrícolas”, con el fin de enviar productos a mercados externos. En la investigación se realiza un diagnóstico en las áreas de producción, en los problemas de comercialización y en las necesidades de recursos y suministros, los cuales son factores claves para obtener una mejor estructura operativa. Se realizó una investigación de tipo descriptiva-exploratoria de corte transversal, el método utilizado fue cuali-cuantitativo se utilizó como herramientas la encuesta en los agricultores de la provincia del Guayas y entrevistas con preguntas abiertas a especialistas en el área agrícola. De esta forma se obtuvo resultados para diseñar la propuesta. El objetivo es plantear una red de comercialización a través de la asociatividad para potenciar el canal de distribución en el sector agrícola de las MiPymes de la provincia del Guayas, al acceder a mercados extranjeros
This project seeks to increase the level of competitiveness of Mipymes in the agricultural sector of the province of Guayas through “Agricultural Associations”, in order to send products to foreign markets. In the investigation a diagnosis is made in the areas of production, in the problems of commercialization and in the needs of resources and supplies, which are key factors to obtain a better operational structure. A descriptive-exploratory type cross-sectional investigation was carried out, the method used was qualitative-quantitative, the survey of farmers in the province of Guayas was used as tools and interviews with questions open to specialists in the agricultural area. In this way, results were obtained to design the proposal. The objective is to propose a marketing network through associativity to strengthen the distribution channel in the agricultural sector of Mipymes in the province of Guayas, when accessing foreign markets.
This project seeks to increase the level of competitiveness of Mipymes in the agricultural sector of the province of Guayas through “Agricultural Associations”, in order to send products to foreign markets. In the investigation a diagnosis is made in the areas of production, in the problems of commercialization and in the needs of resources and supplies, which are key factors to obtain a better operational structure. A descriptive-exploratory type cross-sectional investigation was carried out, the method used was qualitative-quantitative, the survey of farmers in the province of Guayas was used as tools and interviews with questions open to specialists in the agricultural area. In this way, results were obtained to design the proposal. The objective is to propose a marketing network through associativity to strengthen the distribution channel in the agricultural sector of Mipymes in the province of Guayas, when accessing foreign markets.
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Palabras clave
CANAL DE MARKETING, MIPYMES, ASOCIATIVIDADES AGRÍCOLAS, STAKEHOLDERS