Examinando por Autor "Jerez Morocho, Erika Nataly"
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Ítem Acceso Abierto Estrategias de comercialización para la asociación Sumak Mikuna(Universidad Católica de Cuenca., 2023-07-25) Jerez Morocho, Erika Nataly; Ordoñez Gavilanes , Magdalena Emilia; 0302797733Managing marketing processes in artisanal associative ventures is crucial because it represents a critical factor for their positioning. From this perspective, this study contemplates a strategic model for managing cereal bar marketing processes in the market of the province of Cañar-Ecuador. For this purpose, a mixed approach methodology was used, with a descriptive scope and a cross-sectional field design, considering three population strata: members of the association, owners of commercial premises, and target market, with a sample of 433 reporting agents, aspects related to the management of commercialization processes from strategic and operational marketing were analyzed. The results showed deficient processes in the association's marketing management, influencing a limited recognition within the market, therefore, in the positioning of its brand, which affects sales and profitability. On the other hand, the market shows a growing trend for consuming cereal bars with healthy ingredients, preferably from local businesses. Therefore, it is essential to establish the proposed marketing process management approach that includes strategies based on strategic marketing variables, which are viable to address the challenges of the environment and make the most of the company's capabilities. Keywords: entrepreneurship, marketing, marketing strategies, positioning.
