INTERNATIONAL BUSINESS MANAGEMENT// (VOL. 12, ISSUE 6)
Volumen: 12, Numero: 6, Páginas: 442-446 pp.
The changes that occur in the world economy have led companies to look at new advertising and sales strategies for this reason the present research work has as main objective to structure a strategic marketing plan and locate the processor of AGROTAL fruit pulp at a competitive point in the market with the strengthening of its sales. To achieve this goal, an analysis was made of the current situation of the fruit pulp market in the sector that is to say it analyzed all the strengths and opportunities that are presented, besides putting special emphasis on the weaknesses and threats that can affect the corporate image of the same for which a survey was applied to 383 inhabitants of the city of Guaranda, determining the lack of publicity and promotion of the products in addition to the need to train the staff to provide a better service and offer greater facilities to buyers, both at the time of sale and in distribution. For this reason, it is evident the need to implement marketing strategies that will allow to attract new customers and increase their sales. Customers and in this way increase their sales and thus meet the objectives set at the beginning of the research
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