La comercialización de la tuna como alternativa de desarrollo de la Asociación de Productores de Guarango y Frutales de la comunidad Chingazo Alto, Parroquia matriz, Cantón Guano, provincia de Chimborazo, Periodo segundo semestre 2016-primer semestre 2017.

Abstract

The research entitled: “THE MARKETING OF THE TUNA AS AN ALTERNATIVE TO THE DEVELOPMENT OF THE PRODUCERS ASSOCIATION OF THE GUARANGO AND FRUIT OF THE CHINGAZO ALTO COMMUNITY, MATRIX PARISH, CANTON GUANO, CHIMBORAZO PROVINCE, PERIOD SECOND SEMESTER 2016-FIRST SEMESTER 2017” Intends to determine the importance, current management and perspectives of this product as an alternative to entities of popular economy and solidarity of Ecuador, Who in an associative way carry out activities of production and commercialization of this type of products, To achieve socio-economic results for their personal benefit and their families. For the purpose, a situational diagnosis was carried out at the internal and external levels of the Association to identify the socio-entrepreneurial potentialities and difficulties of the organization, whose analysis and interpretation generated the inputs for the commercialization of tuna as a development alternative. In addition, the research allowed proposing a series of management strategies based on the principles and values of the solidarity economy, in order to conform with this the proposal related with the object of study, which will be executed from the design of a model of associative business organization appropriate to that reality, for the permanent implementation of good business practices in the areas of administratives, accounting, financial, social, production, quality and marketing, to facilitate a direct producer-consumer relationship.