Diseño de plan de marketing para la biocomercialización de orquídeas en Usaquén ubicada en la ciudad de Bogotá D.C.

Abstract

The purpose of this project is to generate marketing strategies for biocommercialize orchids, based on the analysis of a case study of the marketing processes used in the orchid cultivation of the San José farm in the municipality of Cachipay. The objective of the research is based on characterize the farm's crops, researching the existing marketing strategies for the biocommercialization of native flora and identify the profile of the buyers of the Usaquén locality in the city of Bogotá D.C. The methodology that will be implemented to develop the research will have a mixed approach of exploratory type in which qualitative variables that study the characteristics of the buyer and their lifestyle, as well as quantitative variables that include the type of buyer and the use they give to the product, will be evaluated. All this will be developed from the use of primary and secondary information sources. The result is to propose a marketing plan proposal aimed at the biocommercialization of these ornamental flowers, so that the owner of the farm San José can implement it in new markets, as well as the writing and publication of a research article for the university magazine.