Sales Policies for Sustainability and Community Tourism as a Proposal for Social Development in the Wheat Flour Production, Industrialization and Marketing Cooperative “COOPINCOSAN” in Guaranda of Ecuador

Sales Policies for Sustainability in various production cooperatives arise in response to a lack of understanding of product behavior in the market. In this context, the aim of this study was to diagnose the current situation of the COOPINCOSAN company (local agricultural organization/cooperation), identify processes and management within the commercial department, and ultimately implement strategies to optimize product marketing. To achieve these objectives, exploratory, descriptive, and deductive methods were employed. Surveys were conducted using a statistically validated questionnaire through the Cronbach's Alpha method. The results revealed a significant lack of involvement from cooperative members in marketing, as well as a notable absence of promotion strategies, leading to a decrease in sales. In response, three sales policies supported by two key strategies were implemented: the introduction of a specific marketing channel and the development of a comprehensive promotion plan. These measures aim to effectively address identified shortcomings, encouraging active participation of members and generating a significant boost in sales. In conclusion, the sales strategies seek not only to rectify the lack of member participation and promotion but also to enhance products and strengthen the brand, fostering awareness that drives sales and solidifies COOPINCOSAN in the market.