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Diagnóstico del marketing en las MIPYME´s : Caso Villavicencio - Meta (Colombia), 2008

Author(s): Charles R. Arosa - Carrera | Wilson Giraldo - Pérez | Blanca I. Pinilla - Moreno | Luz M. Rodríguez - Romero | Martha L. Vargas - Bacci

Journal: Orinoquia
ISSN 0121-3709

Volume: 14;
Issue: 1;
Start page: 107;
Date: 2010;
Original page

Keywords: MIPYME's | Diagnosis | Marketing

Based in the registers of the Chamber of Commerce and ESAL of the city of Villavicencio, the research based its study in a population of 9.748 companies and a sample of 385 companies: 6 from the agriculturalsector, 37 from the industrial sector, 151 from the service sector and 191 from the industrial sector. The primary information was collected through a structured interview that fed the evaluation Matrix Q.M.A(Quantification of Marketing Activities), proposed by theinvestigation. Just 1 % of the total of the companies correspond to the agricultural sector, which showed a relative knowledge and importance of the marketing activities, related with logistic, distribution, price and product, this mentioned sector showssome efficiency in the inventory management that goes from a manual follow up until a systematized follow up, they make an appropriate supplying of the market just in time and develop strategies of saleplanning. The biggest percent of participation in the population correspond to the commerce sector with a 50 %, which showed a better development in the marketing activities studied, although they don't worry for generating actions related with the strategic structure and the product.It was observed that the industrial and service sectors present a very low level of development in the marketing activities, given that these entrepreneurs don't apply marketing tools, although they show someknowledge level in the area. Although the industrial sector is the generator of the primary production aggregated value, it was evident a lack of innovation in the production; they generate some ransformationbut they don't develop new products or brands that can clearly differentiate their products from their competition.
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