Estrategia de marketing social para asegurar una mayor rentabilidad de la exportación de la piña fresca desde Colombia hacia Panamá
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Date
2023-05-26
Authors
Terán Ocampo, Anthony
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
Por medio de este proyecto se pretendió conocer las áreas de oportunidad para la implementación de estrategias de mercadeo social en el proceso de exportación de piñas frescas hacía Panamá, ya que se reconoce la importancia del comercio internacional sostenible como uno de los aspectos que hace posible una mejor percepción de marca y el cuidado consciente del medio ambiente. Por ende, de manera descriptiva se consiguió identificar Puntos clave del proceso logístico internacional entre Colombia y Panamá para la exportación de piñas Md2 desde los cuales fue posible plantear una mejora a dicho proceso con el fin de optimizar y generar una mayor rentabilidad al momento de abarcar el mercado panameño para la distribución y venta de la piña colombiana MD2.
Through this project, it was intended to identify the opportunity areas for the use of social marketing strategies in the exportation process of fresh pineapples, due to the importance of sustainable international commerce as one of the aspects that allows for better brand perception as well as care for the environment. Therefore, using a descriptive approach, we managed to identify key points of the international logistics process between Colombia and Panama for the export of MD2 pineapples, from which it was possible to suggest improvements to the process and generate higher profits when entering the Panamanian market for the distribution and sale of MD2 pineapples.
Through this project, it was intended to identify the opportunity areas for the use of social marketing strategies in the exportation process of fresh pineapples, due to the importance of sustainable international commerce as one of the aspects that allows for better brand perception as well as care for the environment. Therefore, using a descriptive approach, we managed to identify key points of the international logistics process between Colombia and Panama for the export of MD2 pineapples, from which it was possible to suggest improvements to the process and generate higher profits when entering the Panamanian market for the distribution and sale of MD2 pineapples.
Description
Proponer estrategias de marketing social para asegurar una mayor rentabilidad de la exportación de la piña fresca desde Colombia hacia Panamá.
Keywords
Distribución, Piña, Mercadeo social, Sostenibilidad, Responsabilidad social corporativa, Distribution, Pineapple, Social marketing