Estrategias de marketing para la asociación sumak mikuna

Abstract

Nowadays, marketing strategies are a key element to achieving competitiveness in any organization-regardless of its nature and size- since its particular functions help to identify consumers’ needs and preferences, advertise the products or services they provide, attract potential customers or retain existing ones, and direct the company towards the market, thus guaranteeing its organizational development and sufficiency to undertake actions aimed at satisfying these needs and preferences. The objectives of this article seeks to make a diagnosis at the Sumak Mikuna Association of El Tambo Canton- Ecuador, in order to establish marketing strategies to improve its positioning in the market under quantitative and qualitative approaching techniques. The study is basically descriptive and transversal since it focuses on collecting clients’ and managers’ opinions present in reality. The results show the importance of basing marketing strategies on psychological and socioeconomic aspects that condition consumers’ purchases. To conclude, consumers always keep quality in mind as a prevailing issue, so these strategies must be appropriate to achieve the goals of the association.

Keywords: strategies, marketing, association, market.