Diseño de modelo de negocio tecnificado para la optimización de la producción apícola en el departamento de Boyacá, Colombia

Abstract

There is no doubt that food products for human beings, in addition to being an indispensable necessity, become a factor of high demand within the economic system of the country, and consequently a lucrative business alternative; For this reason there are a large number of entrepreneurs who enter this type of business with high expectations of growth. In the Colombian beekeeping sector, it was observed that in the market there is a great variety of products that vary in quality and price in a very wide range, this is one of the main reasons why through this project we intend to reach the consumer with honey and pollen products from bees of high purity and 100% natural,giving an understanding of the support industry requires. The development of the project was carried out using the methodology that follows the study of a business plan based on the use of canvas tool, accompanied by a market study, a technical study, an organizational study and finally a financial study that confirm their viability and profitability. It also aims to provide a consultation tool for students, professionals and researchers in the beekeeping sector. For the development of product marketing strategy, after analyzing the competition, variety of products and distribution channels, it is concluded that the product will be marketed mainly in the agricultural segment, to reach final consumers. will be commercialized in Food and Cosmetics Industry pharmacies. The advertising strategy will be carried out through social networks based on the concept of healthy living mainly on the Instagram page, using as a tool price analysis, promotion and communication.