Resumen

PEREZ LLANES, Roberto. Descubriendo el Marketing con las abejas¹. Perspectivas [online]. 2012, n.30, pp.117-144. ISSN 1994-3733.

Several directors of the Union of Beekeepers of the Tropic of Cochabamba meet to discuss to the restlessness of Gabriel, manager of the institution, with respect to the strategic course that they had drawn up after an institutional consolidation. Between the main preoccupations that mention members of the directory are the lack of competitiveness to sell successful in their local and national markets, and to face the challenge to gain credibility and confidence between the associate, From the interior of the institution, Nayra, by the commercial part, to Fidel by the one of Production tries to identify the main challenges that face UNAPITROC, their problems and opportunities. Finally, the most conflicting area is recognized that although the operational missions of the quality are an element important to consider, perhaps is the one of Marketing and Sales. In this direction Gabriel it proposes the hiring of a consultant to develop a Plan of Marketing that allows him to surpass the problems and to take to UNAPITROC to the fulfillment of its Vision’s and Mission The case is specially advisable to help in the recognition of if an institution applies or not the approach of Marketing in its operations. Also it is adapted to develop competitions in the identification of manage mental problems and investigation of information, to explore options of growth in sales, and from the identified opportunities, to come to the planning from marketing.

Palabras clave : competitiveness; plans of marketing; quality.

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