Propuesta de mejora en la comercialización para la expansión de una distribuidora de embutidos en cantón Milagro.

Abstract

This study focused on a marketing improvement proposal for the expansion of a sausage distributor in the Milagro canton, which involved identifying potential market segments in order to design customized marketing strategies to increase the visibility of the sausage distributor and improve its positioning in different market niches. A distribution channel expansion plan was designed, incorporating new commercial routes, strategic alliances with local retailers and the implementation of online sales platforms, with the objective of increasing the geographical coverage and accessibility of the products in the local market, and the financial and logistical aspects necessary for the expansion of the sausage distributor were evaluated, including production, distribution, infrastructure and human resources costs, ensuring the economic viability of the project. The methodology applied was mixed, with a qualitative and quantitative approach, working with a population of 391 people who were surveyed and interviewed by the owner of the company. The results showed that sausages have a high consumer demand due to factors such as price, quality and variety; however, it is necessary to expand the business to another strategic sector in order to position the company effectively. The application of strategies for marketing, distribution and positioning integrals to increase the competitiveness and expansion of the sausage distributor in the local market of Milagro was concluded.