Thesis (M.B.A.)--Chinese University of Hong Kong. / Bibliography: leaves 120-121.

This study was done with the objective of helping families that produce poultry to market their product. Therefore, we determined that it is important to develop a strategic marketing plan to help producers reach their sales targets. As such, this research is focused on the development of chapters that sustain and support the importance and benefits that will be achieved through the development and execution of the plan. This will help with the satisfaction of demand expectations. The first chapter shows the theoretical framework, which explains basic concepts about diagnosis, marketing plan, marketing, projects, chicken broilers, and other related topics. In other words, making use of the scientific theory related either directly or indirectly to the thesis. After being classified and cautiously analyzed, this information allowed the realization of the theoretical framework, which is the basis and foundation of the thesis. The second chapter explains a strategic situational diagnosis that was developed through a field study. After determining the population under investigation in the field study, researchers identified the strengths and weaknesses of the production families as well the Benson Institute, a party interested in the project. The third chapter deals with market research, which was used to estimate the supply and the portion of the demand possibly left unmet. The fourth chapter contains the proposal of this thesis along with proposed marketing strategies focused on the 4 P's of marketing. In addition, other useful marketing strategies are covered such as building a storage facility in a strategic place. Chapter five covers financial and economic factors and presents the economic situation related to sales, estimated costs, projected expenditures, and free cash flow. Furthermore, it contains an analysis of some economic indicators. In chapter six, the impacts generated by this thesis are identified using a scanning matrix. Finally, the last part contains the respective conclusions and recommendations based on the research done.

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