Estudio de mercado de la empresa Banatrade Cia Ltda para lograr un posicionamiento en la provincia de El Oro.

Abstract

All companies to be highly competitive within their business environment in which they perform, must know and study the market, know what is happening, what is the market trend on a daily basis, to achieve a positioning in the mind of customers or consumers. The main objective of this case study is to develop a market study of the company BANATRADE CIA LTDA to achieve a positioning in the province of El Oro. The methodological design used was descriptive correlational empirical, to obtain the information, used different methodological tools, in this case an interview and survey was applied, which allowed to achieve clear and precise results. The interview was made to the General Manager of the company and the surveys were applied to the banana producers who frequent the company. According to the results obtained, it was evidenced that the main factor that banana producers consider for a banana exporter to position themselves in the market is customer service, as well as fair prices, clear explanation of liquidations and corporate image. The main finding is that the banana exporters differ from the competition for their service offered to the client, for this reason, the company BANATRADE CIA LTDA will implement complementary services so that the producers feel satisfied, such as: technical assistance in farms, advice on crop management, among others, in this way will achieve business competitiveness.