Universidad Católica Boliviana "San Pablo"

ABSTRAC A real problem was detected: the lack of an effective marketing plan to increase the client portfolio of poultry farms in the city of Santa Cruz de la Sierra. Determining the general objective and specific objectives of the theoretical and practical framework, as well as the research method and the hypothesis approach. The methodology of the investigation, allows to establish the form and the sources of information collection more suitable, for each one of the objects of study. Based on all the elements detected in the theoretical framework were identified the most relevant variables for the realization of the practical framework. The data collection for the research was developed based on interviews, surveys and observation. Subsequently the analysis and interpretation of results and the corresponding conclusions were made. Finally, the proposal was developed. The poultry slaughterhouse "Santa Cruz" can currently implement the proposed Marketing Plan since the investment to be made is minimal. It was possible to determine the service requirements of the poultry farms, such as the service of faeneo, transport service, the service of storage in the cold stores and the rental of basket. Based on the requirements of poultry farms, the most effective marketing mix was developed to achieve impact in the identified segment. The storage service in the cold room can be developed in the course of the subsequent months in case the owners do not have the economic resources for its implementation. The application of the marketing plan would generate profits to the "Santa Cruz" poultry slaughterhouse, since the beginning of its activities due to the great demand in the market.