Ingeniería Industrial · 2026
Diseño de Estrategias de Mercadeo para la Comercialización de Miel de Abejas en la Empresa Apicultura La Reina
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Resumen
Apicultura la Reina is a company that is dedicated to the production and marketing of bee honey in the municipality of Villavicencio, Meta, positioned in the market with high quality products. The objective of this project is to design market strategies to improve marketing and competitiveness, Apiculture La Reina distributes its product in stores, supermarkets and end customers, and has a sales system that includes direct calls from customers and home deliveries when necessary, encouraging distribution and maintaining competitive prices, for this purpose development of the project based on a market analysis that included surveys of customers and shopkeepers, collecting valuable data on preferences and demand. This research also focuses on improving product reach and perception, optimizing value for money and customer service. In the end, the design of these strategies allows Apiculture La Reina to expand its market, strengthen its sales channels and foster a relationship of trust with its consumers, consolidating itself as a recognized brand in the honey market.