Estrategias de comercialización para Coopecerroazul R.L
Fecha
2016-04
Autores
Fonseca Dover, Maria
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Editor
Universidad Nacional, Costa Rica
Resumen
El presente trabajo de investigación tiene por objetivo elaborar una propuesta de
comercialización de los productos de Coopecerroazul R.L. en relación al fortalecimiento
de la participación de mercados. Por tanto la pregunta central de la investigación es
referente a ¿cuáles son los mercados en los que Coopecerroazul podría eventualmente
comercializar sus productos?
Como abordaje metodológico se utilizaron entrevistas estructuradas al gerente de
Coopecerroazul y al presidente del Consejo de Administración, de la misma manera se
llevó a cabo un taller con personal de la cooperativa, asociados y personas de la
comunidad de los Ángeles de Nandayure.
En la primer parte de la investigación se establecen los principales antecedentes
tanto cooperativos como de los productos agrícolas que son comercializados por la
cooperativa (café y naranja).
Posteriormente, se establecen los elementos de gestión empresarial de la
cooperativa y se realiza un análisis de competitividad de la misma, además se sugieren
algunos elementos que aún no han sido incorporados por Coopecerroazul.
Por último se plantean estrategias para que los productos de la cooperativa, sean
comercializados, esto a su vez genere crecimiento para la empresa y mayor bienestar
para sus asociados (as).
The present research aims to develop a proposal for marketing of Coopecerroazul R.L. products in relation to strengthening market share. Therefore the main research question is regarding to what are the markets where Coopecerroazul could eventually market their products? As methodological approach there were used structured interviews to Coopecerroazul manager and the chairman of the Board of Directors, in the same way a workshop was conducted with cooperative staff, associates and people from the community of Los Angeles de Nandayure. During the first part of the research are set the main background of the cooperative and the agricultural products that are marketed by the cooperative (coffee and orange) Subsequently, the elements of the cooperative business management are established and an analysis of competitiveness too, in addition some elements that have not yet been incorporated by Coopecerroazul are suggested. Finally, some strategies are set for cooperative products to be marketed, simultaneously generates growth for the company and greater prosperity for its members.
The present research aims to develop a proposal for marketing of Coopecerroazul R.L. products in relation to strengthening market share. Therefore the main research question is regarding to what are the markets where Coopecerroazul could eventually market their products? As methodological approach there were used structured interviews to Coopecerroazul manager and the chairman of the Board of Directors, in the same way a workshop was conducted with cooperative staff, associates and people from the community of Los Angeles de Nandayure. During the first part of the research are set the main background of the cooperative and the agricultural products that are marketed by the cooperative (coffee and orange) Subsequently, the elements of the cooperative business management are established and an analysis of competitiveness too, in addition some elements that have not yet been incorporated by Coopecerroazul are suggested. Finally, some strategies are set for cooperative products to be marketed, simultaneously generates growth for the company and greater prosperity for its members.
Descripción
Palabras clave
COMERCIO, PRODUCTOS AGRÍCOLAS, COOPERATIVAS, MERCADOS, EMPRESAS