Plan de marketing para la distribución de insumos agrícolas de Sucampo en el departamento del Cesar

Abstract

The agricultural sector in Colombia has presented a positive performance during the last 5 years and its participation in the national economy is higher than the sector's participation in the global gross domestic product, which means that national agriculture can be seen as an attractive opportunity for business. Within this context operates Sucampo, an organization dedicated to the distribution of agricultural inputs, which has set itself the goal of increasing its sales by 50% in 2025 compared to the 2020 business year. However, it faces the challenge of reducing its geographical concentration in Tolima, reduce its dependence on the rice market and escape the usual margin destruction in the industry because of the existing price war. The present work was developed with the objective of proposing and documenting a possible solution for this problem, resulting a marketing plan built around a new product (the Sucampo comprehensive solutions model) and considering the context and the current situation of the organization. Likewise, this marketing plan is based on the strategic marketing plan model, the human-centered design model, and the business model canvas. With this, the organization is expected to have a guide for the development of the business, allowing it to diversify its market in geographic and crop terms, as well as to differentiate itself from the competition to escape the usual value destruction in the industry. For this plan to successfully contribute to the goal set for 2025, exhaustive monitoring and adjustments on the fly will be required. Also, it will be able to provide access to various markets, given that the premises on which the product is conceived are transversal to almost all farmers in Colombia.