Análisis del impacto de la implementación de acciones de marketing asociado a los canales de distribución y desarrollo de productos en la empresa “Extractora y Procesadora de Aceites Epacem S.A.” entre los meses de enero 2014 y diciembre 2015 vs el primer semestre del año 2016

Abstract

There are certain particularities in the strategies and marketing mix elements (management) among massive consume manufacturers and sellers in Ecuador. And it’s no exception for the smallest company in the palm oil industry. This one depends on factors that influence decision making at the time of investing on these marketing plans. A tour is made on the history of the company, and its portfolio of national products. Most of the profit of the company came from its activities of processing and selling raw material, part of what got left in the country was used on manufacturing the national product. This product didn’t had the appropriate marketing management, nor the appropriate brand strengthening, in order to achieve the correct local massive, consume market share. By doing without its major buyer, Venezuela, because of its critical political and economic situation during the time of this study, the national product strengthening becomes the number one objective. Even though the company has implemented certain marketing activities and a limited budget for new plans, it chooses for a plan focused on few but important activities to recover its market share and the brand strengthening. A set of indicators is identified, so the reader can visualize the effects of the applied marketing plan on the sales results, in order to associate this effort with the sales objectives and national brand presence, and the Commercial Distributors also get asked about their opinion about the applied marketing plan.