CONCLUSIONS AND EVIDENCES OF THE IMPROVEMENT PLAN

(ACTIVITY 7)

MADE BY:

JUAN DAVID ESQUEA MENDOZA

MAYULEINE JIMENEZ CASTILLA

PRESENTED TO:

PROF. VILMA CODINA

PROGRAM:

PUBLIC ACCOUNTING

COOPERATIVE UNIVERSITY OF COLOMBIA

SANTA MARTA

2019
 INTRODUCTION

The potential for agricultural growth in Colombia is undeniable, currently

according to the Ministry of Agriculture and National Development report, "less
than 25% of the area suitable for cultivation and fertilization of agriculture is
used, with an extension of 21.5 million you have usable and with only 5.1 million
hectares (has) in use.

The social, cultural, political and economic problems that have determined the
negative consequence of not giving the land maximum productivity, is not the
objective of this draft, but it is determining the need that farmers have to
enhance their productive potential to maximize resources.

It is continuously heard that the Colombian agricultural situation is sensitive or is

in crisis due to the internal armed conflict; however, it has been determined that
many of the lands in use are not satisfactorily exploited; this is how complete
hectares of land suffer an abandonment that leads them to become arid lands
and difficult to supply for future production.

A particular case is that of the lands of the coffee axis, a territory that has been
called in this way because it is the cradle, next to Antioquia, of the largest
national coffee production, with particular attention of international eyes.

It is also worth noting the importance of coffee and organic coffee in Colombia,
in which the coffee grower is a fundamental strategic activity, because it allows
the integration of productive chains, the generation of foreign exchange and
jobs, the livelihood of many small producers and around 30 indigenous groups.
 CONCLUSIONS OF THE IMPROVEMENT PLAN MADE TO CAFICOSTA

After conducting a detailed internal and external analysis of the model

ofmarketing of organic coffee in CAFICOSTA and take into account the
importance of implementing an improvement plan for said marketing can
conclude the following:

 To ensure that the product is marketed before it is finished, it must be

appeal to a series of processes described in the marketing plan
proposed to acquire strengths in: the conditions of the product, the
Proper pricing fixation under the structure of a promotion adequate to
reach the necessary distribution space, taking into count the monthly
demand.

 Customers from the analysis of the external sector consider that

CAFICOSTA special coffee meets the priority quality characteristics to be
marketed not only locally, but at national and international levels,
however, they affirm that in order to achieve the commercial excellence
of the product, some conditions such as:

 Improve the advertising channels to make the product more visible,

entering the technological and mass communication media.

 Generate special conditions that allow the creation of a recognized label

that appropriates the name and the advantages of the product to place it
at the most optimal market competition levels.

 To make known more specifically to the specialized consumer of organic

coffee, the specific conditions of the product to increase the demand for
it.
 RECOMMENDATIONS

When talking about organic products, of mass consumption, it is

important that the research carried out around it, focus on the needs not
only of production but marketing, by the producer, that is, help the
producer to Personalize the marketing of your own product, to ensure the
sustainability of it. This is due to the notoriety that is highlighted in the
type of distributor of agricultural products, which usually captures a large
amount of profits that the primary producer loses. It is important to
highlight that to market a product such as organic coffee should appeal
to mass communication systems and should seek the support of state
agencies so that the small coffee grower and businessman is surrounded
by the public institution in the eagerness to give to know the benefits and
guarantees of your product.
EVIDENCE