bachelorThesis
Plan estratégico de mercadeo de la mora de Castilla Frusan Diego Andrés Jaimes Rodríguez, Diego Fernando Salazar Ortega, Yuly Irlena Vargas Rodríguez y Jaime Moreno Escobar, director
Autor
Jaimes Rodríguez, Diego Andres
Salazar Ortega, Diego Fernando
Vargas Rodríguez, Yuly
Institución
Resumen
The Blackberry Market Investigation at the Association FRUSAN is considered like one of
the basic necessities within the search of competitive improvements and increases of
quality of life of the municipality of San Bernardo - Cundinamarca and its producers, in the
measurement that allows to optimize productive and commercial efforts in the reach of a
profitable and sustainable operation.
In this sense, the present work begins with an exhaustive analysis of the macrosurrounding
variables that affect the trade activity of the Association and its product, from there , we
focuses this efforts to understand at level micro the dynamics of the fruit and blackberry
sector in Colombia offering a wide panorama that allows to propose the courses of action
that must at the moment follow FRUSAN in its quality of intermediary and regulator of
prices in the municipality, identifying important and recommendable opportunities at
different markets from the places setting; through a more diversified portafolio of products
and services with better standards of competitiveness and differentiation.
Key Words: Market Investigation, Association FRUSAN, competitive improvements,
quality of life, productive and commercial efforts, profitable and sustainable operation,
macrosurroundings variable , level micro, fruit sector, courses of action, intermediary and
regulator of prices, opportunities, portafolio diversified, standard of competitiveness and
differentiation.