Diseño de un plan de mercadeo para el lanzamiento de zumo de limón azucarado elaborado por agricultores del municipio del Guamo (Tolima) para el año 2020
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Strategic planning is a very important component for the development and growth of any organization, especially if we are talking about a predominant sector of the economy such as agriculture. For this reason, it is that it has been decided to carry out a marketing plan for the project "Implementation of a demonstration unit for the transformation and management of the harvest and post-harvest of the lemon", led by lemon farmers from the municipality of Guamo in the department del Tolima, which seeks to strengthen its commercial objectives for the launch of a new product based on lemon juice. Therefore, it has also been sought to carry out a market research to know the perception of consumers regarding the product, and from this, carry out an internal analysis and the environment, where different tools are used such as the 5 forces of Porter, the MIME and SWOT matrices and the analysis of the competition, in order to execute an assertive diagnosis. Finally, a main objective of the marketing plan is proposed, which is accompanied by different strategies, tactics and action plans, where the 4 components of the marketing mix are implemented and is directed to the launch of a refreshing drink based on lemon juice.