Extensión Cañar - Administración de Empresas
URI permanente para esta comunidadhttps://dspace.ucacue.edu.ec/handle/ucacue/57
Examinar
Examinando Extensión Cañar - Administración de Empresas por Autor "030240191-4"
Mostrando 1 - 1 de 1
- Resultados por página
- Opciones de ordenación
Ítem Solo Metadatos Estrategias de marketing para la Asociación Artesanal Hatun Ayllukuna(Universidad Católica de Cuenca., 2022) Acero Zaruma, Lourdes Josefina; Ordoñez Gavilanes, Magdalena Emilia; 030240191-4Marketing management refers to strategies that contribute to positioning, emphasizing on adapting product, price, promotion, and market place variables based on needs tastes, and requirements of the marketing demand. This research aims at designing marketing strategies for positioning the Hatun Ayllukuna handicraft association, carried out in the rural area in the canton of Cañar-Ecuador. A mixed approach research with a descriptive scope and field design was carried out, where the survey technique was conducted using a questionnaire applied to two reporting agents: members and target market, where a probabilistic sampling was employed. The results showed weaknesses in administrative and marketing management processes where 87% of the target market drinks beer, 81% likes artisanal beer and only 21% drinks it; loyalty to a particular brand is not identified in the market. In conclusion, the organization is not positioned as a result of a low marketing application and investment, mainly due to poor management when advertising, missing the opportunities that currently, technological media and social networks provide. Therefore, strategies to differentiate quality and taste at competitive prices are proposed to improve marketing communication level. Keywords: strategies, marketing, association, positioning.
