Estrategias de marketing para posicionar la empresa Marcemar S.A., en la ciudad de Machala, provincia de El Oro.

Abstract

The shrimp industry in the country since its inception in 1968 has evolved with difficulty in recent years, a weight of its fall in the year 2000, a consequence of the white spot virus that completely affected production, despite to this, the industry has resumed its production, currently the shrimp is limited the number one export product of non-oil products of Ecuador, which has allowed companies that are dedicated to provide inputs for shrimp production have an important Participation in this industry. In this context, it seeks to obtain the positioning of the company Marcemar S.A. marketer of inputs for shrimp farming, through a market analysis, which allows us to propose the strategies that will achieve the objective. For the development of the research work, it was carried out with the quantitative method, as a tool the survey was carried out, which was applied to several shrimp producers. The results allowed pose strategies based on customer service, sales promotion, after-sales service and staff training.