Marketing Plan for the competitive development of the COOSERLAC cooperative, in the municipality of Estelí, Nicaragua, period 2018

Abstract

The Multifunctional cooperative dairy service “Lácteos EL Rancho” (COOSERLAC) is located in the community of El Coyolito in the area of Miraflor, Estelí. It consists of six partners who produce and collects milk. It has an industrial plant capable of processing 5.000 liters of milk to produce dairy products such as cheese, curd, and cream. Currently, the cooperative faces some problems: for example, they do not have a defined market segment; there is too much unfair competition that directly harms the commercialization and sale of their products, and they only have a means of transport for their production; therefore, the marketing of their product is very reduced. Consequently, it is crucial to implement a marketing plan to increase the level of sales of the cooperative, and that allows the members to obtain the profits that are envisaged. To carry out this study, data collection techniques such as interview and survey were applied. These data allowed a real and exhaustive analysis of how the cooperative operates, the behavior of the target market, and the competition. At the same time, it facilitated the construction of a proposal for a user-friendly marketing plan that fits the needs of the cooperative. Based on the information described above, themes were discussed to describe the appropriate procedures for the implementation of a marketing plan theoretically, obtaining excellent results because it was possible to establish strategies for the development competitive, suitable and flexible for this type of company.