Future scenarios for the brand name phytosanitary agrochemical industry in the floriculture of Bogotá

Abstract

Using the description of the importance of the floriculturesector and contrasting the identification of the behavior of brandname and generic products in the flower sector, future scenarioswere identified for the creation of strategies of market permanenceand positioning for brand name agrochemical products. In thiscase, representatives with broad experience in the floriculturesector of La Sabana de Bogota D.C. were selected, with whom thestate of and possible projections for agrochemical products for thesector were evaluated with a prospective methodology. As a result,strategies were generated for achieving market permanence andpositioning for brand name agrochemical products.

Keywords

• Strategy
• positioning
• prospective
• marketing
• brand name
• future