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The article on the contributions of market research to the venture plans outlines a marketing strategy as a tool to conquer the market. The objective is to analyze the contribution or contribution of market research in the construction of marketing plans for the Strawberry and Macadamias venture, focusing on the emerging industry of sectors that seek to enter the market with a differentiating factor and achieve monopolistic competition at national and international level. These organizations, by allocating investment resources through innovation, seek to reduce fixed costs (Etro, 2019). Moreover, as highlighted by Busenitz (2003), research brings to companies a discipline of knowledge. The methodology used is descriptive-exploratory, achieved through a market study that included 379 surveys. This allowed an analysis of demand, competition and price. The results obtained from this research are the design of the marketing plan, which proposes strategies for the growth and positioning of the organization, according to the product offered by the object of study. The analysis of the data obtained from the market study was used and the influence of technology in the marketing plans to reach the consumer through digital media was considered.

Article Details

Author Biography


Estrella del Carmen Camacho Alvis1, Tatiana Londoño OchoA2, Mabel Escorcia Muñoz3, Wilson Barrera Varilla4, HELMER MUÑOZ HERNÀNDEZ5

Universidad del Sinú1,4.5

Universidad del Atlàntico3

Universidad de Cartagena2



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