The Proposal for marketing implementation to improve the positioning of organic chocolate "GRANICHE" from the Daule canton, Guayas province Implementation proposal

Abstract

http://doi.org/10.58515/004RSPT

The purpose of this article is to establish a proposal for the implementation of marketing and thus improve the positioning of the Graniche brand organic chocolate, located in the Daule canton. For this, a bibliographical investigation was carried out in the first instance in order to obtain criteria and compare approaches, then a field and correlational investigation was carried out to measure the variables applied in the investigation. The deductive and inductive method was applied through surveys and interviews.

It concludes with an analysis of the current situation of the microenterprise; With the proposal designed, it is about satisfying the high demand for bar chocolate products and taking advantage of the potential market for the positioning of the brand.