Resumo

PACHECO, María Concepción; RODRIGUEZ, Luis Felipe  e  BERMUDEZ, Lilia Teresa. Strategic marketing plan for the upper Chicamocha irrigation district horticulture production chain. Agron. colomb. [online]. 2006, vol.24, n.1, pp.182-191. ISSN 0120-9965.

The upper Chicamocha irrigation district lies in the upper Chicamocha river basin; it was constructed in 1998 to support and foment competitive fruit and vegetable production. However, agricultural development has been slow as a consequence of notorious inefficiency in the marketing process. Regarding the great investment made in it and the expectations so generated, this district must be considered as being an important regional company. It must therefore adopt an entrepreneurial approach leading towards modernising its production and commercial processes. The present research involved strategic diagnosis of the horticulture chain’s production and sales’ systems; a strategic marketing plan was formulated to establish action for taking advantage of market strengths and opportunities for selling products and facing weaknesses and threats. This plan sets out some programmes which could significantly contribute towards improving the upper Chicamocha valley irrigation district’s horticultural product competitiveness and therefore promoting the region’s development. Since the district’s geographical location is very favourable related to the main markets, a commercial company should be created in which the horticultural producers become involved as partners. Programmes should be fortified by emphasising generating share capital accompanied by a production chain entrepreneurial vision.

Palavras-chave : marketing plan; horticultural products.

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