Estrategias de comercialización para la empresa Labgenps S.A. del cantón Salinas de la provincia de Santa Elena.

Abstract

The idea of designing a marketing strategy for the company LABGENPS S.A. of Salinas Canton in the Province of Santa Elena was born with the purpose of increasing the sales volume due to the fact that in recent years it has been affected in terms of prices and the high demand for competitiveness that exists today, being the main objective for the development of the research Shrimp larvae is a traditional product of Latin America, whose importance has grown over time in both domestic and international markets. Behind the growth of the shrimp sector is the problem of shrimp farms in Asia, which has caused a rise in the price of shrimp and an increase in the demand for Latin American products, such as Ecuador. As a fundamental basis in Chapter 2, theoretical bases are compiled where the definitions that enrich the content are discussed. To demonstrate the above mentioned in Chapter 3, a situational analysis was made in the micro and macro environment and the different SWOT matrices (strengths, weaknesses, opportunities, threats, EFI (evaluation of internal factors, EFE (evaluation of external factors) of the company to analyze in depth the existing problems. In Chapter 4, the methodology has a qualitative approach that proposes descriptive-correlational research. Research tools such as the survey and the interview were used, which were applied to customers and managers of the company, the information collected gave positive results, and in Chapter 5 the different marketing strategies for increasing sales are established.