Commercial management model for the Reinas Obreras beekeeping association of San Antonio, canton Chone

Abstract

Commercial management allows organizations to generate competitive advantages to obtain better results in the competitive market. Thus, the objective of this research focuses on analyzing the commercial management process in the Reinas Obreras Association of the San Antonio parish of the Chone canton for the generation of competitive advantages. The methodology used was based on a mixed bibliographic and field approach that allowed obtaining data on the current situation of the association, the use of analytical-synthetic and deductive and inductive methods facilitated the development of judgments for the development of objectives and strategies in conjunction with the SWOT matrices, competitive profile, SMART and marketing MIX. An interview and survey were conducted with previously validated instruments to the president of the association, as well as a sample of 379 individuals belonging to the parish of Chone, among the most relevant findings it is evident that the association despite having experience in the market has weaknesses in the use of marketing strategies and product distribution, similarly, has a low level of participation and market positioning in contrast to its main competitors. It is concluded that the Reinas Obreras association has major deficiencies in marketing its products; therefore, it is necessary to implement objectives and strategies aimed at mitigating them through a commercial management model.