Plan de mercadeo para el lanzamiento de nuevos jugos naturales en Coopagrimar R.L.
Rojas-Lizano, Juan Pablo
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Coopagrimar R.L is a cooperative, located in Zarcero, with 480 small and medium associated producers and approximately 65 employees, which was founded in 1969 by 143 farmers. This cooperative has a supply store, which provides agricultural inputs and advice to producers, and an agroindustrial plant, dedicated to the processing of fruits and vegetables. The main objective of this work is to develop a marketing plan for Coopagrimar R.L, which determines the necessary strategies and actions to achieve the successful launching of the new natural juices that this company wants to offer in the market. The methodology used in this project focused mainly on describing the most effective marketing strategies to introduce successfully the new natural juices of Coopagrimar R.L in the market, through the analysis of the current situation of the company and its products, the analysis of tastes and preferences of the consumer, as well as the analysis of competitors. At the end of the research it was found that the main strength, that the new natural juices of Coopagrimar R.L possess, is to be products with different flavors, with respect to those offered by competitors, and with more healthy and nutritious characteristics. The main weakness of these products is the presentation of the label and packaging, as well as the necessity of keeping the product in constant refrigeration. The most effective marketing strategy to promote these natural juices is tasting, because it allows people to try the product and know its characteristics.
Proyecto de Graduación (Bachillerato en Administración de Empresas) Instituto Tecnológico de Costa Rica. Escuela de Administración de Empresas, 2014.
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