Diseño de plan de mercadeo para ofrecer servicios como operador logístico de frío en Colombia
López-Mesa, M. I. (María Isabel ) | 2014-05-13
This article aims to design a marketing plan for a logistic operator specialized in the management
of the cool chain, that offers all the logistics services in an integral way (management, storage,
transportation and distribution) of products from clients and additionally to intend to create a winwin
relationship, where the client feels total security that the products are in the best conditions of
quality and environment and that would result in a competitive advantage for the company.
With this work it is intended to do a detailed analysis of the current situation development of the
logistic sector (National and International) how are the logistic operators in Colombia and the
analysis of the management of the cool chain to identify the market opportunities and a detailed
understanding of what clients want and which are their expectations in this type of services, finally,
to design a mixture of marketing with strategies based on price, product, place, and promotion,
where the development of the business of the specialized logistic operator is outlined in the handling
of the cool chain so that the final mission is managed to become a strategic ally for each client.