Formulación de un Plan de Mercado de Carne de Cerdo en el Área de Influencia de Bogotá: un Estudio de Caso de Porcícolas Arrayanes en el Municipio de Chocontá (Cundinamarca)

Abstract

This study addresses the scope of the pork market plan designed for Porcícolas Arrayanes, a company located in the municipality of Chocontá, (Cundinamarca). Its main objective is to satisfy the growing demand in Bogotá and its surroundings, positioning pork as an accessible, nutritious and high quality alternative. The analysis includes the evaluation of production, distribution, marketing, and market positioning strategies. Strengthening logistics to ensure efficient deliveries, implementing sustainable practices to reduce environmental impact, and establishing strong relationships with distributors and retailers are highlighted as key issues. It also explores the challenges facing the sector, such as competition with other proteins, regulatory requirements and price fluctuations, as well as the opportunities offered by the growing consumer preference for local and high-quality products. In socioeconomic terms, the study highlights the benefits for the community of Chocontá, including the generation of employment, the development of local infrastructure, and the boost to the regional economy. It also underscores the importance of environmental sustainability in production processes as a tool to ensure the long-term viability of the company and its acceptance in demanding markets. In conclusion, Porcícolas Arrayanes' market plan not only represents an effective business model in the region, but also demonstrates how an integrated approach, combining quality, sustainability and connection with consumer needs, can contribute to the development of the Colombian pork sector and its competitiveness in a dynamic market such as Bogotá.