Proceso estratégico de mercadeo que promueva el consumo de pañales ecológicos en Santiago de Chile
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Date
2021-05-24
Authors
Tobón Mejía, Sor Liliana
Tobón Uribe, Luis Carlos
Advisors
Álvarez Rojas, Vladimir
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Open Access
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Abstract
Mediante el siguiente proyecto se tiene como finalidad diseñar estrategias de mercadeo que promuevan el consumo de pañales ecológicos en la ciudad de Santiago de Chile, esto con la finalidad de mitigar los efectos de contaminación que se producen en gran parte por los materiales no biodegradables, entre ellos, los pañales desechables; además, concientizara las personas de lo importante que es utilizar productos ecológicos para preservar el medio ambiente y darle el cuidado que este merece. La propuesta metodológica de esta investigación está planteada como una estrategia que permita abordar el tema tratado. Este es un trabajo de carácter explorativo, con fines investigativos y de orden cualitativo, para verificar los resultados, por medio de herramientas de análisis de información, aplicadas en un modelamiento como producto final de entrega a través de un plan de mejora propuesto. Se desarrollarán varios procesos como estudios de mercados que definan las condiciones que el producto debe de tener para incursionar en el mercado chileno, también, se hará un estudio técnico que determine los puntos estratégicos, se definirán las fortalezas, debilidades, oportunidades y amenazas para llevar a de la mejor manera el proceso de toma de decisiones y tener una visión amplia del sector y de los diferentes competidores directos e indirectos. Por otra parte, se averiguarán cuáles son los requisitos reglamentarios para exportar este producto desde Colombia hacia Chile; para con ello demostrar la viabilidad del proyecto.
The purpose of the following project is to design marketing strategies that promote the consumption of ecological diapers in the city of Santiago de Chile, this in order to mitigate the effects of contamination that are produced largely by non-biodegradable materials, among they, disposable diapers; also, make people aware of how important it is to use organic products to preserve the environment and give it the care it deserves. The methodological proposal of this research is proposed as a strategy that allows addressing the subject matter. This is an exploratory work, for investigative and qualitative purposes, to verify the results, by means of information analysis tools, applied in a modeling as a final delivery product through a proposed improvement plan. Several processes will be developed such as market studies that define the conditions that the product must have to enter the Chilean market, also, a technical study will be made to determine the strategic points, the strengths, weaknesses, opportunities and threats will be defined to carry to in the best way the decision-making process and have a broad vision of the sector and the different direct and indirect competitors. On the other hand, they will find out what are the regulatory requirements to export this product from Colombia to Chile; in order to demonstrate the viability of the project.
The purpose of the following project is to design marketing strategies that promote the consumption of ecological diapers in the city of Santiago de Chile, this in order to mitigate the effects of contamination that are produced largely by non-biodegradable materials, among they, disposable diapers; also, make people aware of how important it is to use organic products to preserve the environment and give it the care it deserves. The methodological proposal of this research is proposed as a strategy that allows addressing the subject matter. This is an exploratory work, for investigative and qualitative purposes, to verify the results, by means of information analysis tools, applied in a modeling as a final delivery product through a proposed improvement plan. Several processes will be developed such as market studies that define the conditions that the product must have to enter the Chilean market, also, a technical study will be made to determine the strategic points, the strengths, weaknesses, opportunities and threats will be defined to carry to in the best way the decision-making process and have a broad vision of the sector and the different direct and indirect competitors. On the other hand, they will find out what are the regulatory requirements to export this product from Colombia to Chile; in order to demonstrate the viability of the project.
Description
Diseñar estrategias de mercadeo que promuevan el consumo de pañales ecológicos los cuales disminuyan los niveles de contaminación en Santiago de Chile.
Keywords
Estrategias, Exportación, Pañales ecológicos, Proceso, Santiago de Chile, Contaminación, Santiago de Chile, Export, Strategies