Plan de marketing para la Empresa Fumicar de la zona sur
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2015
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Facultad de Ciencias Agrarias Universidad de Guayaquil.
Resumen
El trabajo de investigación se centra en la propuesta de un “Plan de marketing para la empresa Fumicar de
la zona sur" que permitirá contribuir a una mayor cobertura de los servicios a los productores de banano. El objetivo
general el implementar un plan de Marketing para la empresa Fumicar, que permita una mayor cobertura de servicio a los
productores de banano. Los objetivos específicos fueron: Analizar el entorno relacionados a la producción bananera en la
zona de influencia, analizar la situación actual de la empresa Fumicar, realizar un diagnóstico de la situación y definir las
estrategias de marketing que se implementarán en la empresa Fumicar. Se obtuvieron las siguientes conclusiones: De
acuerdo a las ramas de actividad económica en el cantón Pasaje, se destacan el cultivo de banano, que se producen en
mayor cantidad en las parroquias de Buenavista, La Peaña, Cañaquemada y Pasaje. Se determinó que la empresa Fumicar
cuenta con la infraestructura y equipos necesarios para atender a un mercado potencial, como es el mercado bananero.
Mediante la aplicación de herramientas como el FODA, la definición de los factores críticos de éxito, las matrices de
evaluación de análisis interno y externo, se pudo obtener el resultado en la matriz de perfil competitivo, en donde la
empresa tiene un nivel de efectividad del 3,76, esto representa un alto margen de competitividad en función del manejo
adecuado de los factores críticos de éxito. Se determinó que el mercado potencial dentro de la zona de influencia de la
empresa Fumicar es de 35.000 hectáreas. De esta manera para el 2015 se espera cubrir alrededor de 145.434 hectáreas.
Para el 2016 el incremento será 174.521 ha cubiertas. Se espera que en el 2017 el adicional supere las 209.425 ha. Al
finalizar el 2018 el incremento proyectado será de 251.310 hectáreas cubiertas en la zona de influencia de la empresa
Fumicar. Se definieron estrategias de producto, de fijación de precio, de distribución y de promoción. Con respecto a las
estrategias de producto se hará campañas de seguimiento sobre las aplicaciones realizadas, mantener reuniones con los
clientes, etc. Las estrategias de precios están dirigidas especialmente a clientes VIP.
The research is focused on the proposal of a "Plan of marketing for the company Fumicar in the south". Which will contribute to greater coverage of services to banana producers was raised as. general objective to implement a marketing plan for the company Fumicar, allowing greater coverage of service to banana producers The specific objectives were: To analyze the related to banana production in the zone of influence environment, analyzing the current situation Fumicar company, a diagnosis of the situation and define marketing strategies to be implemented in the company Fumicar. According to the branches of economic activity in the Canton Pasaje, in the primary sector comprising agriculture, forestry and fisheries: the following conclusions were reached. In agricultural branch banana cultivation, which are produced in greater amounts in the parishes of Buenavista, the Peaña, Cañaquemada and Pasaje they stand. It was determined that the company Fumicar has the infrastructure and equipment necessary to meet a potential market, as is the banana market. Trust turbo aircraft providing 500, 200 and 150 gallon capacity, with GPS, Intelligent Valve and Spray Off with operational capacity of 3,500 hectares. By applying tools as SWOT, the definition of critical success factors, assessment matrices internal and external analysis, the result could be obtained in the competitive profile matrix, where the company has a level of effectiveness 3.76, this represents a high competitive edge in terms of the proper management of critical success factors. It was determined that the potential market within the area of influence of the company Fumicar is 35,000 hectares. The 27.27% of producers who are between 51 to 100 hectares of potential to cover the services of Fumicar, 18.18% are in sizes of farms between 21 to 50 hectares and finally 9.09% of those They possess more than 100 hectares. 2018. Thus 2015 is expected to cover about 145,434 hectares - a projection of sales of aero spraying services for the period 2015 was established. By 2016 the increase will have covered 174,521. It is expected that in 2017 the additional exceeds 209,425 ha. At the end of 2018 the projected increase will be covered 251,310 hectares in the area of influence of the company Fumicar. Strategies of product, pricing, distribution and promotion were defined. Regarding product strategies campaigns will follow on applications made, meetings with clients, etc. Pricing strategies are especially aimed at VIP
The research is focused on the proposal of a "Plan of marketing for the company Fumicar in the south". Which will contribute to greater coverage of services to banana producers was raised as. general objective to implement a marketing plan for the company Fumicar, allowing greater coverage of service to banana producers The specific objectives were: To analyze the related to banana production in the zone of influence environment, analyzing the current situation Fumicar company, a diagnosis of the situation and define marketing strategies to be implemented in the company Fumicar. According to the branches of economic activity in the Canton Pasaje, in the primary sector comprising agriculture, forestry and fisheries: the following conclusions were reached. In agricultural branch banana cultivation, which are produced in greater amounts in the parishes of Buenavista, the Peaña, Cañaquemada and Pasaje they stand. It was determined that the company Fumicar has the infrastructure and equipment necessary to meet a potential market, as is the banana market. Trust turbo aircraft providing 500, 200 and 150 gallon capacity, with GPS, Intelligent Valve and Spray Off with operational capacity of 3,500 hectares. By applying tools as SWOT, the definition of critical success factors, assessment matrices internal and external analysis, the result could be obtained in the competitive profile matrix, where the company has a level of effectiveness 3.76, this represents a high competitive edge in terms of the proper management of critical success factors. It was determined that the potential market within the area of influence of the company Fumicar is 35,000 hectares. The 27.27% of producers who are between 51 to 100 hectares of potential to cover the services of Fumicar, 18.18% are in sizes of farms between 21 to 50 hectares and finally 9.09% of those They possess more than 100 hectares. 2018. Thus 2015 is expected to cover about 145,434 hectares - a projection of sales of aero spraying services for the period 2015 was established. By 2016 the increase will have covered 174,521. It is expected that in 2017 the additional exceeds 209,425 ha. At the end of 2018 the projected increase will be covered 251,310 hectares in the area of influence of the company Fumicar. Strategies of product, pricing, distribution and promotion were defined. Regarding product strategies campaigns will follow on applications made, meetings with clients, etc. Pricing strategies are especially aimed at VIP
Descripción
Palabras clave
BANANO, MARKETING, MERCADO, PRODUCCION