Plan de marketing y comercio justo en la actividad artesanal: el caso de la empresa Andean Montera
Fecha
2017
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Antonio Ruiz de Montoya
Resumen
Andean Montera, empresa artesanal, percibió un crecimiento continuo hasta el 2015, después de esta fecha presentó un estancamiento que le afecta hasta el día de hoy. Se vienen realizando esfuerzos desarticulados para revertir esta situación; sin embargo, no se ha tenido éxito.
Andean Montera trabaja con diferentes comunidades rurales, pero de manera más reducida desde el estancamiento de la empresa, los colaboradores internos se han visto directamente afectados.
A partir de esta situación, se ha determinado que la empresa Andean Montera cuenta con potencial y su oferta resulta atractiva. Sin embrago, las estrategias aplicadas de manera desarticulada no han generado un impacto positivo en esta.
Por consiguiente, en la presente tesis, se analiza el contexto actual en el ámbito político, económico y social. Posteriormente, se profundiza el análisis de la empresa, así como, de sus competidores más relevantes y del mercado.
Se desarrollará diferentes estrategias de ventas y posicionamiento en el presente plan de marketing, con el objetivo de mejorar ambos aspectos para el presente año 2017 y el próximo 2018. Se espera que las acciones propuestas puedan llevarse a cabo y, al mismo tiempo, se fortalezca el trabajo coordinado entre los diferentes actores involucrados en la actividad exportadora de la empresa.
Proyectos que contribuyan a esta meta adquieren mayor importancia en espacios como el Perú, especialmente cuando los proyectos aportan de manera sostenible, ya que el desarrollo es perceptible. Por un lado se cuida el patrimonio cultural, se crean puestos de trabajos dignos y se incide en el desarrollo del sector textil en Perú.
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.
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.
Descripción
Palabras clave
Andean Montera, Marketing, Planificación, Comercio, Artesanía, Turismo sostenible, Perú, Turismo
Citación
Valdivia, M. (2017). Plan de marketing y comercio justo en la actividad artesanal: el caso de la empresa Andean Montera [Tesis de pregrado, Universidad Antonio Ruiz de Montoya]. Repositorio Institucional UARM. http://hdl.handle.net/20.500.12833/1914