Bibliographic citations
Chumpitaz, B., Morante, E. (2023). Plan estratégico de Marketing para incentivar el consumo Per Cápita de algarrobina en la ciudad de Piura 2022 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/11227
Chumpitaz, B., Morante, E. Plan estratégico de Marketing para incentivar el consumo Per Cápita de algarrobina en la ciudad de Piura 2022 [Tesis]. PE: Universidad Privada Antenor Orrego; 2023. https://hdl.handle.net/20.500.12759/11227
@misc{renati/373273,
title = "Plan estratégico de Marketing para incentivar el consumo Per Cápita de algarrobina en la ciudad de Piura 2022",
author = "Morante Gambini, Elizabeth",
publisher = "Universidad Privada Antenor Orrego",
year = "2023"
}
The objective of this research work was to propose a ""strategic marketing plan to encourage per capita consumption of algarrobina in the city of Piura 2022."" , under a cross-sectional descriptive method explaining the strengths, weaknesses and opportunities that the carob sector presents, obtaining as a situational diagnosis of the carob within the Piura region and its formality weaknesses of the production units, lacking marketing strategies, with concern about the scarcity of the raw material (carob), but with many opportunities, in addition to the most relevant distinctive characteristics that make its low flow of sales of carob, going through the little distinction of the appearance of the product, lack of motivating information in the label, heterogeneity of the quality of the product, lack of promotion of consumption, lack of information on the diversity of the forms of consumption, concluding that the strategic marketing plan as a tool allows increasing the per capita consumption of algarrobina priority where small companies should inform the consumer both online and offli ne, its nutritional benefits, potential differentiation as designation of origin, organic product, actions that are not currently carried out. Keywords: Algarrobina, Marketing, added value, per capita consumption
This item is licensed under a Creative Commons License