Distribución estratégica de las artesanías de la etnia wayuu del departamento de la guajira en los mercados local, nacional e internacional

• Main Authors: Victor José Iguarán Manjarrés, Marta Cecilia Jaramillo Acosta
• Format: Article
• Language: Spanish
• Published: Universidad Libre 2015-05-01
• Series: Dictamen Libre
• Subjects: strategic distribution; market; artisanal tissues
• Online Access: https://revistas.unilibre.edu.co/index.php/dictamenlibre/article/view/3067/2477

This research aims to analyze the strategic Wayùu handicrafts distribution of La Guajira department in the local, national and international markets, where the current strategic situation is diagnosed, the process approach is characterized, process ability is examined, the design strategy is identified, the demand strategy is characterized; localization marketing strategy is described in order to develop guidelines for establishing the strategic allocation required to undertake a marketing process with high levels of efficiency and effectiveness. This research is descriptive, is based on a non- experimental, descriptive field research, descriptive transactional court. Technical and data collection instrument was the direct survey, conducted at the Wayùu artisans, marketers and consumers.