Estrategias de mercadeo de productos artesanales colombianos en el mercado español
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Date
2021-05-23
Authors
Gómez Arboleda, Clara Inés
Quintero Flórez, Jorge Mario
Advisors
Álvarez Rojas, Vladimir
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Restringido
Abstract
La presente investigación se basó en el desarrollo de un análisis del sector artesanal en Colombia, específicamente de mochilas arhuacas y su inserción en el mercado español, haciendo énfasis en el valor agregado por su alto contenido cultural he histórico; al igual que la identificación de oportunidades y retos presentados en el mercado. Este trabajo comprende un desarrollo progresivo de diferentes etapas que inicia con la recopilación y consulta bibliográfica, hasta la inteligencia y diagnóstico del mercado de destino(Madrid-España). La consulta de bibliografía se encontró limitada debido a la poca y no actualizada información que se haya disponible al público. Así, se conformó un plano de los procesos logísticos y estrategias de mercadeo para la comercialización del producto seleccionado, además de que se identificaron beneficios arancelarios que deberían de ser tomados en cuenta por los artesanos indígenas productores, en el momento de desarrollar un plan de exportación dirigido a los países pertenecientes a la unión europea, para mejorar la productividad y bienestar de esta población.
This research was based on the development of an analysis of the handicraft sector in Colombia, specifically of arhuaca backpacks and their insertion in the Spanish market, emphasizing the added value for its high cultural and historical content; as well as the identification of opportunities and challenges presented in the market. This work comprises a progressive development of different stages that begins with the compilation and bibliographic consultation, up to the intelligence and diagnosis of the target market (Madrid-Spain). The consultation of bibliography was limited due to the limited and not updated information available to the public. Thus, a plan of the logistic processes and marketing strategies for the commercialization of the selected product was drawn up, in addition to the identification of tariff benefits that should be taken into account by the indigenous artisan producers at the time of developing an export plan directed to the countries belonging to the European Union, to improve the productivity and well-being of this population.
This research was based on the development of an analysis of the handicraft sector in Colombia, specifically of arhuaca backpacks and their insertion in the Spanish market, emphasizing the added value for its high cultural and historical content; as well as the identification of opportunities and challenges presented in the market. This work comprises a progressive development of different stages that begins with the compilation and bibliographic consultation, up to the intelligence and diagnosis of the target market (Madrid-Spain). The consultation of bibliography was limited due to the limited and not updated information available to the public. Thus, a plan of the logistic processes and marketing strategies for the commercialization of the selected product was drawn up, in addition to the identification of tariff benefits that should be taken into account by the indigenous artisan producers at the time of developing an export plan directed to the countries belonging to the European Union, to improve the productivity and well-being of this population.
Description
Desarrollar estrategias de mercadeo que permitan la exportación de productos del sector artesanal indígena colombiano, a los mercados españoles, con alta rentabilidad.
Keywords
Mochila, Artesanía, Exportación, Madrid, Arhuacos, Backpack, Handicrafts, Export