Estrategia de comercialización de panela orgánica hacia España desde una finca productora de caña de azúcar ubicada en Boyacá
In the search to know the most feasible marketing strategy for panela to Spain from a farm located in Boyacá, it is first thought that a way to enter an unknown and foreign market is through the formation of a strategy that contains the necessary variables and opportune to be able to carry out the p...
- Autores:
- Tipo de recurso:
- Fecha de publicación:
- 2018
- Institución:
- Universidad de América
- Repositorio:
- Lumieres
- Idioma:
- spa
- OAI Identifier:
- oai:repository.uamerica.edu.co:20.500.11839/6937
- Acceso en línea:
- https://hdl.handle.net/20.500.11839/6937
- Palabra clave:
- Estrategia comercial
Teoría del marketing
TLC Colombia y Unión Europea
Commercial strategy
Marketing theory
TLC Colombia ans European Union
Tesis y disertaciones académicas
- Rights
- License
- Atribución – No comercial
| Summary: | In the search to know the most feasible marketing strategy for panela to Spain from a farm located in Boyacá, it is first thought that a way to enter an unknown and foreign market is through the formation of a strategy that contains the necessary variables and opportune to be able to carry out the process of internationalization, that is why the objective of this strategy is to promote the export of panela and create certain parameters that will help in the development of the same, the main methodology of this work was the use of descriptive media and information collection by physical and cybernetic means, based on the theory of international marketing mix, which adjusted very well to the development of the strategy, proposing variables such as: (product, distribution, price and promotion), indicated for the development of the marketing strategy of panela to Spain from a sugarcane production farm located in Boyacá, and what was done by Andrés García Moreno of the Universidad del Rosario. |
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