Plan de Marketing Diferencial para el Incremento de la Competitividad de la Producción de Papa, en la Empresa “Comercializadora de Papa Colombiana Sas”, Ubicada en el Municipio de Madrid- Cundinamarca.

Abstract

The department of Cundinamarca is the main potato supply hub in Colombia, with key producing municipalities such as Villapinzon, Choconta, Tausa, Bogotá, Subachoque, Pasca, Zipaquirá, Carmen de Carupa, Lenguazaque, and Guasca. Historically, this region has supplied Bogotá's demand; however, in 2020, a 2% decrease in supply from Cundinamarca was recorded, while Nariño and Boyacá showed an 11% and 12% growth, respectively, in their market share (Fedepapa, 2023). This quantitative research aims to generalize results broadly, control phenomena, and analyze numerical magnitudes. The target population includes potato consumers in Madrid, Cundinamarca, along with distributors and retailers working with the company, using stratified random sampling to ensure market segment representation. From a socioeconomic perspective, potato production and cultivation are major sources of rural employment, but the number of direct jobs in production has declined in recent years, linked to the lack of opportunities and well being perceived by sector workers. The poverty perception exceeds 60%, while the Multidimensional Poverty Index adjusted for the potato supply chain stands at 39%, compared to the national benchmark of over 45% (Fedepapa, 2023)