Estrategias de comercialización para el ganado vacuno de la hacienda Villa Sofía.

Abstract

The objective of this titling work was to determine the incidence of marketing strategies on cattle sales in the presentations of cow grill, grill Orlando, commercial and the aspirations of the Hacienda Villa Sofía in the canton of Santa Lucía, province of Guayas. The segmentation strategy that was used consisted of a concentrated marketing strategy, given that the company concentrated its efforts exclusively on the population of people between 18 and 65 years of age in the provinces with the highest livestock influx: Esmeraldas, Manabí, Azuay, Pichincha, Guayas. and Santo Domingo de los Tsáchilas. For this purpose, strategies were developed in this type of market through the behavior of consumers at the time of purchase, the same as revealed in the market research. For quantitative research, the survey was used, which was oriented to data collection by asking questions with closed response options to the study subjects, to systematically obtain opinions on the proposed research topic. Regarding the quantitative research, the same interview was used that was done in a personalized way. Among the results found, the importance of having a virtual catalog was determined, which allows knowing the diversity of existing breeds for their commercialization, detailing special characteristics of each one of them. The study concludes that the project is feasible, which resulted in an ROI of 32.92.