Especialización en Gerencia de Mercadeo Global

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Investigación de mercados para la Comercialización de Maracuyá en fresco en la ciudad de Pereira
(Universidad Santiago de Cali, 2019) Ospina Henao, Daniela; Gómez Racines, Ligia
The company Fertifrut is dedicated to the sowing and commercialization of fruits, specifically passion fruit and papaya. The objective of the present investigation is to analyze if it is viable to carry out a marketing process of fresh passion fruit in the city of Pereira, this city was chosen because of the proximity to the crops that are located in the municipality of Bolo - Palmira and for the opportunity of market that is displayed in the area to have few crops dedicated to the planting of passion fruit. The company needs to analyze this process because it is looking to expand the market to other regions of the country and through the survey will seek to know the perception of consumers for the subsequent realization of matrices where local competitors will be identified, and the internal situation of the company. It can be concluded based on surveys and research that it is feasible for the company to carry out this process, starting with a transport contract to carry out direct distribution to the chain stores in the city of Pereira, reducing the costs it currently incurs the company in the outsourced distribution process.