Análisis del mercado para la comercialización del producto Abonem en Santiago de Cali en 2019

Abstract

This analysis that is developed throughout this document, is to make visible the possibility that the product AbonEm produced by the company EMCALI EICE ESP could be commercialized in the different agricultural stores and nurseries of the city. In this analysis, the fertilizer and fertilizer sector at the national, departmental and municipal levels is fully evaluated.

After analyzing the perception of the target market through a survey that allows us to broaden the outlook on what potential customers distributors of the product and the competition think, it allows us to know consumption frequency, probable costs that consumers would pay, acceptance level of a fertilizer of origin Organic human waste. In this analysis, different qualitative research techniques were applied, including the survey and interviews with potential clients.

As a result of the analysis, it is concluded that there is almost total ignorance of the product and that one of its main weaknesses is the perception of the origin of the organic fertilizer, since it is human waste that is treated in the PTAR.

The proposal in this market analysis for the commercialization of the AbonEm organic fertilizer is the application of strategies such as product testing for potential product marketers, SEO strategies on the WEB platform and that of digital content influencers.