Plan estratégico de mercadeo para la cadena hortícola en el Distrito de riego del Alto Chicamocha

Abstract

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mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin-top:0cm; mso-para-margin-right:0cm; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style="font-size: 10pt; font-family: ";Cambria";,";serif";;">El Distrito de riego del Alto Chicamocha, ubicado en la cuenca alta del río del mismo nombre, fue construido en 1998 para apoyar y fomentar una producción hortofrutícola competitiva. Sin embargo, es evidente que hasta el momento el desarrollo agrícola ha sido lento, como consecuencia de ineficiencias notorias en el proceso de mercadeo. Por la gran inversión realizada y las expectativas generadas, debe considerarse como una empresa importante en el contexto regional, razón por la que se debe implementar su actividad empresarial con un enfoque estratégico que lleve a la modernización de sus procesos, tanto productivos como comerciales. Este trabajo de investigación, a través de la elaboración de un diagnóstico estratégico de los sistemas de <span> </span>producción y comercialización de la cadena hortícola, formula un plan estratégico de mercadeo para establecer acciones que permitan aprovechar las fortalezas y las oportunidades y <span> </span>enfrentar las debilidades y las amenazas. En este plan se proponen programas de acción que, de implementarse, pueden contribuir significativamente al mejoramiento de la competitividad de <span> </span>los productos hortícolas y, por lo tanto, promover el desarrollo de la región. Ya que la ubicación geográfica del Distrito es favorable con respecto<span> </span>a los principales mercados, como propuesta derivada de esta investigación se plantea la creación de una comercializadora, con los productores como socios; igualmente, se contempla fortalecer programas con capital social como elemento fundamental y con visión de cadena productiva.</span></p>