Abstract

RAMIREZ-VELASQUEZ, Alejandro; MONTOYA R, Iván Alonso  and  MONTOYA R, Luz Alexandra. Analysis of marketing mix model of the bioethanol industry in Colombia. Acta Agron. [online]. 2012, vol.61, n.2, pp.177-191. ISSN 0120-2812.

The search for alternative energy production and supply, allow a new perspective on the biofuels industry as bioethanol, the focus of this work, as an alternative energy that enables to overcome the disadvantages generated by the traditional methods of production and consumption, by generating competitive advantages over other primary energy sources. The evaluation of the bioethanol industry from a global analysis such as that posed by the Marketing Mix, and exposed how attractive or competitive can become your industry today. It is certainly of great importance to note the challenge facing today’s society while trying to maintain a high standard of living without this represents a danger to the environment or to human welfare. The main challenge lies in finding alternatives that allow ecological and economic energy needs through the efficient use of alternative sources, and in turn, reduce extreme dependence and vulnerability to fossil fuels.

Keywords : Bioenergy; bioethanol; biomass; Colombia; energy sources; Marketing Mix; renewable energy; Saccharum sp.; sugarcane.

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