Análisis estratégico del aceite de aguacate hass en Colombia
Fecha
2021-01-15Registro en:
Melo, E., Benitez, J., & Romero, D. (2020). Análisis estratégico del aceite de aguacate hass en Colombia [Tesis de maestría, Universidad Santo Tomás Colombia] Repositorio Institucional
Autor
Benítez Roa, Jairo Giovanni
Romero Muñoz, Daniel Alberto
Melo González, Edwin Alberto
Institución
Resumen
The research seeks to analyze the variables that affect the export process of Colombian Hass avocado oil to Russia, identifying the agreements between both countries in order to define the optimal logistics for exporting the oil. For the deepening of the investigation, the information is divided by chapters taking into account the fulfillment of the specific objectives. The first part of the work details the importance of the agricultural sector in Colombia focused on the production of Hass avocado, in which a description of the product is made, the importance of the sector is reflected, the cultivated varieties, production and harvest are identified. Later, information related to avocado oil, extraction methods, production potential, its uses, properties and benefits for the population are included. In order to identify the consumer profile of the destination country, the economic, social and political conditions of Russia are investigated in order to determine the target market towards which the product is directed. Finally, the logistics and strategies necessary for the commercialization of the product are established, verifying the distribution channels and defining the marketing, product, price, distribution and communication strategies.