Estrategias de mercadotecnia de la empresa familiar Café el Golfo, Guayabo Central, Siuna, 2013
The research was conducted in the family business “Cafe El Golfo”, located in the Guayabo Central community at 53 kilometers southeast of the municipality of Siuna, Autonomous Region of the North Caribbean Coast (RACCN). It was oriented to the analysis of the marketing strategies they employ; it als...
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| Language: | Spanish |
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2015
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| Online Access: | https://dialnet.unirioja.es/servlet/oaiart?codigo=6576639 |
| Source: | Ciencia e Interculturalidad: revista para el diálogo intercientífico e intercultural de, ISSN 1997-9231, Vol. 17, Nº. 2, 2015, pags. 106-118 |
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Ciencia e Interculturalidad: revista para el diálogo intercientífico e intercultural de, ISSN 1997-9231, Vol. 17, Nº. 2, 2015, pags. 106-118
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The research was conducted in the family business “Cafe El Golfo”, located in the Guayabo Central community at 53 kilometers southeast of the municipality of Siuna, Autonomous Region of the North Caribbean Coast (RACCN). It was oriented to the analysis of the marketing strategies they employ; it also describes the actions implemented by the microenterprise, it identifies the market opportunities in this business and proposes strategic actions in relation to the factors influencing this field. The study is descriptive with a qualitative approach. The techniques that were used: individual interviews to owners of the microenterprise, traders and consumers. Direct observation was made in the production area and the storage of product. According to the information that was obtained by applying the instruments in contrast to the theory, it is considered that the family microenterprise “Cafe El Golfo” makes use of marketing strategies, but not entirely. The physical properties of this product promises excellent market opportunities; however, the enterprise needs to complement other marketing strategies with those that they are actually implementing in the business. With regard to the strategic actions proposed, these will serve as a tool for increasing sales in marketing their product.
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Article
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Masis Suazo, Isabel Del Socorro
Centeno Lagos, Thelma Arelis Gutiérrez Garmendia, Francisco |
| spellingShingle |
Masis Suazo, Isabel Del Socorro
Centeno Lagos, Thelma Arelis Gutiérrez Garmendia, Francisco Estrategias de mercadotecnia de la empresa familiar Café el Golfo, Guayabo Central, Siuna, 2013 |
| author_facet |
Masis Suazo, Isabel Del Socorro
Centeno Lagos, Thelma Arelis Gutiérrez Garmendia, Francisco |
| author_sort |
Masis Suazo, Isabel Del Socorro
|
| title |
Estrategias de mercadotecnia de la empresa familiar Café el Golfo, Guayabo Central, Siuna, 2013
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| title_short |
Estrategias de mercadotecnia de la empresa familiar Café el Golfo, Guayabo Central, Siuna, 2013
|
| title_full |
Estrategias de mercadotecnia de la empresa familiar Café el Golfo, Guayabo Central, Siuna, 2013
|
| title_fullStr |
Estrategias de mercadotecnia de la empresa familiar Café el Golfo, Guayabo Central, Siuna, 2013
|
| title_full_unstemmed |
Estrategias de mercadotecnia de la empresa familiar Café el Golfo, Guayabo Central, Siuna, 2013
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| title_sort |
estrategias de mercadotecnia de la empresa familiar café el golfo, guayabo central, siuna, 2013
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| publishDate |
2015
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| url |
https://dialnet.unirioja.es/servlet/oaiart?codigo=6576639
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1709748566544613376
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dialnet-ar-18-ART00012877282018-10-12Estrategias de mercadotecnia de la empresa familiar Café el Golfo, Guayabo Central, Siuna, 2013Masis Suazo, Isabel Del SocorroCenteno Lagos, Thelma ArelisGutiérrez Garmendia, FranciscoThe research was conducted in the family business “Cafe El Golfo”, located in the Guayabo Central community at 53 kilometers southeast of the municipality of Siuna, Autonomous Region of the North Caribbean Coast (RACCN). It was oriented to the analysis of the marketing strategies they employ; it also describes the actions implemented by the microenterprise, it identifies the market opportunities in this business and proposes strategic actions in relation to the factors influencing this field. The study is descriptive with a qualitative approach. The techniques that were used: individual interviews to owners of the microenterprise, traders and consumers. Direct observation was made in the production area and the storage of product. According to the information that was obtained by applying the instruments in contrast to the theory, it is considered that the family microenterprise “Cafe El Golfo” makes use of marketing strategies, but not entirely. The physical properties of this product promises excellent market opportunities; however, the enterprise needs to complement other marketing strategies with those that they are actually implementing in the business. With regard to the strategic actions proposed, these will serve as a tool for increasing sales in marketing their product.El estudio se realizó en la empresa Familiar Café El Golfo, ubicada en la comunidad Guayabo Central a 53 Kilómetros, sureste del Municipio de Siuna, Región Autónoma de la Costa Caribe Norte (RACCN). Se orientó al análisis de estrategias de mercadotecnia que utilizan, describe lo que implementa la microempresa, identificó las oportunidades de mercado en este negocio y propone acciones estratégicas con relación a los factores que influyen en este campo. Es de carácter descriptivo con un enfoque cualitativo. Las técnicas que se utilizaron fueron: la entrevista individual a propietarios de la microempresa, comerciantes y consumidores. La observación directa, se realizó en el área de producción y almacenamiento del producto. De acuerdo a la información que se obtuvo mediante la aplicación de los instrumentos en contraste con la teoría, se considera, que la microempresa Familiar Café El Golfo hace uso de estrategias de mercadotecnia, pero no en su totalidad. Las propiedades físicas de este producto, prometen excelente oportunidades de mercado; sin embargo, es necesario que la empresa complemente otras estrategias de mercadotecnia a las que implementan por el negocio. Con respecto a las acciones estratégicas propuestas, estas servirán como una herramienta para el aumento de las ventas en la comercialización de su producto.2015text (article)application/pdfhttps://dialnet.unirioja.es/servlet/oaiart?codigo=6576639(Revista) ISSN 2223-6260(Revista) ISSN 1997-9231Ciencia e Interculturalidad: revista para el diálogo intercientífico e intercultural de, ISSN 1997-9231, Vol. 17, Nº. 2, 2015, pags. 106-118spaLICENCIA DE USO: Los documentos a texto completo incluidos en Dialnet son de acceso libre y propiedad de sus autores y/o editores. Por tanto, cualquier acto de reproducción, distribución, comunicación pública y/o transformación total o parcial requiere el consentimiento expreso y escrito de aquéllos. Cualquier enlace al texto completo de estos documentos deberá hacerse a través de la URL oficial de éstos en Dialnet. Más información: https://dialnet.unirioja.es/info/derechosOAI | INTELLECTUAL PROPERTY RIGHTS STATEMENT: Full text documents hosted by Dialnet are protected by copyright and/or related rights. This digital object is accessible without charge, but its use is subject to the licensing conditions set by its authors or editors. Unless expressly stated otherwise in the licensing conditions, you are free to linking, browsing, printing and making a copy for your own personal purposes. All other acts of reproduction and communication to the public are subject to the licensing conditions expressed by editors and authors and require consent from them. Any link to this document should be made using its official URL in Dialnet. More info: https://dialnet.unirioja.es/info/derechosOAI
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