Gestión para el posicionamiento del chocolate orgánico en la asociación ASOPAPROPIE

Abstract

The research was carried out in the ASOPAPROPIE association in the province of Manabí, Membrillo parish during the year 2019. Its aim was to develop strategies for the positioning of organic chocolate in the ASOPAPROPIE association. The interview, observation and marketing mix techniques were applied, the same ones that will be supported by the tools called interview guide and observation guide. In the results, positioning strategies called brand, segmentation and introduction were determined. It was concluded that the development of management strategies for marketing as a business development tool will allow the positioning of organic chocolate bars in the market  through an adequate administration whose main objective is to improve the financial profitability and administrative management of the association. in differentiation.