Diagnóstico de viabilidad para incorporar redes de mercadeo de autoconsumo como factor de reconocimiento y de éxito en el campo ambiental de sellos verdes en Colombia

Abstract

In Colombia, green seals have been taking on a productive importance, taking into account the environmental meetings and agreements that have been carried out worldwide. The last governments have worked in their governments in projects of promotion and positioning of the green stamps. This is why it is sought to find a strategy that allows recognition of green stamps and intrinsically contribute to the environment. It was proposed to elaborate a diagnosis of viability for the incorporation of marketing networks as a factor of recognition and success in the environmental field of green stamps. A bibliographic source consultation was carried out to identify the current state of marketing networks and green labels in Colombia, as well as to identify some key marketing strategies carried out by multilevel companies and traditional companies. In addition, a field work was carried out, with the elaboration of 120 surveys to the public stratum 3 of the city of Bogotá, evaluating the degree of acceptance that this public would have with respect to the integration of the green stamps to the marketing networks, Made a strategic analysis that allowed to evaluate the most important aspects to strengthen and to propose a plan of action for each one; and finally, through a case study, the financial viability of incorporating the green labels into a marketing network was evaluated. The results showed great strengths to carry out the project, and some aspects to be evaluated and improved to provide more effective results. Finally, the feasibility of the project in all its factors was evidenced.