Resumen:
The present article refers to the improvement of the dairy industrial commercialization process. First, it was analyze about the actual situation of the industrial, identifying the problems, using process diagram, Ishikawa diagram, specifying the causes of the high percent of the product return. It causes the QFD application, qualitative and quantitative market investigation. It allows knowing the customer´s voice in Machala, Huaquillas, Piñas and Zaruma cities. This result indicates me that it is necessary to implement a correct store distribution, buying a refrigerated vehicle to maintain the product quality. The industrial have to, the publicity strategy for diffusion in the local mass media (TV, radio, newspaper, billboards). It is the sampling dates and specific locations. The publicity for educating to the people, making campaign to elementary school and high school, the formal education, it is to elaborate a strategic plan to put into the pensun of the education center. Finally, it was making cost-benefit analysis for: Store distribution and publicity. Calculating: IRR, NPV, Cost-Benefit, it obtain that the industrial must first implement the publicity. The IRR was only made in the distribution being bigger than the calculation capital rate. In the cost –benefit result it must apply the publicity, in to do the two options are profitable, analyzing the cost, the industrial will be with choose and one option are both.
