Diseño de estrategias en la empresa A&C para fortalecer la importación de la línea de productos fertilizantes.

Abstract

Colombia is one of the countries with the most solid economy in terms of GDP, despite the economic crisis that has been presented in recent years, Colombia managed to occupy a GDP increase of 4.3% by 2010 thanks to the internal demand of different products. The sector of agro-industry and / or fertilizer products is a sector that is evolving according to the report issued by DANE during the first half of 2018, which shows that this line of products showed a growth of 2% compared to other in this period, this participation is a growth opportunity for companies that develop import activities for these products, thus allowing Colombian companies to achieve greater market share. Currently the economic opening has had a great impact on the way in which the products reach each one of us, which is not very clear for many of them, which are the parties involved in an importation process and how the logistics operators have an important role within the same, A&C is positioned as one of the leading logistics operators of health in Bogota for the imports it performs on medical supplies and the CCAA certification with they currently have giving greater support to their customers. Based on this research, the following strategies are proposed to strengthen this niche market with great opportunities for growth.