Planificación estratégica comercial para una pyme productora de insumo para producciones vegetales intensivas | Business strategic planning for a small company that produces inputs for intensive vegetable production
2022
Salzmann, Melisa Marta | Maina, Mariela | Modesto, María Florencia | Martin, Marcela Andrea | González, Víctor Rolando | Sánchez Rossi, María Rosa
Fil: Salzmann, Melisa Marta. Universidad Nacional del Litoral. Facultad de Ciencias Agrarias; Argentina.
Show more [+] Less [-]Para el desarrollo del proyecto, se presenta un marco conceptual relativo a la necesidad de realizar una planificación estratégica en una pyme, las etapas para llevarlo a cabo, las estrategias posibles, y el modo de implementarlo. Posteriormente, se analiza la situación actual de la empresa y el sector externo. A partir de ambos análisis se identifica una oportunidad de mercado para la empresa, que consiste en desarrollar el mercado de insumos biológicos en el país aprovechando el crecimiento de la agroecología, la producción orgánica y periurbana.
Show more [+] Less [-]The aim is to present the necessary guidelines for the implementation of a strategic marketing plan for the company Naturalis. It contemplates the definition of the marketing strategy and the commercial proposal to be developed. For the development of the project, a conceptual framework is presented regarding the need to carry out strategic planning in a small company, the stages to carry it out, the possible strategies, and the way to implement it. Subsequently, the current situation of the company and the external sector are analysed. Based on both analyses, a market opportunity for the company is identified, which consists of developing the market for biological inputs in the country, taking advantage of the growth of agroecology, organic and peri-urban production.
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