STRATEGIC MARKETING MANAGEMENT AS A TOOL FOR PRODUCTIVITY IN PLASTIC RECYCLING COMPANIES IN THE DEPARTMENT OF COLOMBIA GUAJIRA, GERENCIA ESTRATEGICA DE MERCADEO COMO HERRAMIENTA DE PRODUCTIVIDAD EN LAS EMPRESAS RECICLADORAS DEL PLASTICO EN EL DEPARTAMENTO DE LA GUAJIRA- COLOMBIA

Victor Jose Iguaran Manjarres, Ledis Esther Campo Rivadeneira and Belkis Xiomara Vanegas Sprockel

Revista Global de Negocios, 2016, vol. 4, issue 5, 65-83

Abstract: The purpose of this research is to analyze strategic marketing management as a productivity tool in plastic recycling companies in the Department of Guajira Colombia. To identify environmental micro and macro forces that influences the business sector, we seek to recognize market products resulting from the recycling process of plastic. Productivity efficiency and effectiveness are determined from the perspective of internal and external customers on the sale and distribution of products. We generate strategic guidelines for marketing to increase the productivity of those plastic recycling companies in the Colombian Guajira. This research identifies strengths opportunities, threats, strengths and weaknesses, to facilitate productivity of the resulting products from recycling activities. The evidence indicates that recycling companies do not take into account the social forces, cultural, political and legal issues, to develop marketing strategies based in the environment that unfolds

Keywords: Strategic management; Productivity; Recycling companies; Micro & Macro- Environmental Forces; Institutional Framework; la Guajira-Colombia (search for similar items in EconPapers)
JEL-codes: M3 M31 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ibf:rgnego:v:4:y:2016:i:5:p:65-83

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