Resumen

MORENO-ORTIZ, Carlos Alberto  y  RUGE-CARABALLO, Julio César. GEOGRAPHIC INFORMATION SYSTEM (GIS) IN MARKETING RESEARCH TO EXPORT COLOMBIAN CREOLE POTATO TO THE UNITED STATES. rev.udcaactual.divulg.cient. [online]. 2015, vol.18, n.1, pp.261-270. ISSN 0123-4226.

The Colombian agricultural sector ignores the creole potato demand in the international markets due to the insufficient market research. In the last decade the government of Colombia has generated interest in the opening of international markets and achieving business opportunities for agricultural products. Using geographic information systems (GIS) in the state of Florida the optimal, profitable and sustainable geographical location to analyze the commercial feasibility the creole potato was evaluated. Through this tool, the research produced a methodological overview of evaluation in managerial decision making related to obtain a profit in the supply chain. Geomarketing helps companies in planning marketing policy, decision making and implementation of export plans to be more competitive in foreign markets. Through a field study of the production chain of creole potato at the municipality of Usme, Cundinamarca, composed of producers and traders, the sector was diagnosed by identifying commercial weaknesses. The Information obtained by American governmental institutions such as the Census Bureau and the Office of Management and Budget, grouped a series of self-identification based on the population and focal point distribution and marketing of the product, evaluating the possibility to implement export plans on nostalgic markets geo-referenced. The final results allow to analyze information related to the planning and execution of marketing activities, to strengthen business decisions at a competitive level into micromarkets.

Palabras clave : Geomarketing; micromarkets; nostalgic markets; potato creole; digital maps.

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