Citas bibligráficas
Valdivia, M., (2017). Plan de marketing y comercio justo en la actividad artesanal: el caso de la empresa Andean Montera [Universidad Antonio Ruiz de Montoya]. http://hdl.handle.net/20.500.12833/1914
Valdivia, M., Plan de marketing y comercio justo en la actividad artesanal: el caso de la empresa Andean Montera []. PE: Universidad Antonio Ruiz de Montoya; 2017. http://hdl.handle.net/20.500.12833/1914
@misc{renati/1009145,
title = "Plan de marketing y comercio justo en la actividad artesanal: el caso de la empresa Andean Montera",
author = "Valdivia Alarcón, Minerva Victoria",
publisher = "Universidad Antonio Ruiz de Montoya",
year = "2017"
}
Andean Montera, an artisanal company that had a continuous growth until 2015, after that year it presented a stagnation that affects it to this day. Disarticulated efforts have been made to reverse this situation; however, it has not been successful. It has been determined that Andean Montera has potential and its offer is attractive. However, the strategies applied in a disjointed manner have not generated a positive impact on this. Andean Montera works with different rural communities, but in a reduced way since the stagnation of the company, the internal collaborators have been directly affected from this situation. Therefore, in this thesis, the context in the political, economic and social area is analyzed. Subsequently, the analysis of the company as well as of its most relevant competitors and the market is deepened. Different strategies of sales and positioning will be developed in this marketing plan, with the aim of improving both aspects for the present year 2017 and the next 2018. It is hoped that the proposed actions can be carried out and at the same time strengthen the coordinated work between the different actors involved in the company's export activity. Projects that contribute to this goal acquire greater importance in areas such as Peru, especially when projects contribute in a sustainable way, since development is perceptible, on one hand, cultural heritage is taken care of, dignified jobs are created and the textile sector in Peru is developed.
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons