STRATEGIC MARKETING MANAGEMENT ANALYSIS IN THE COMMERCIAL FISHING SECTOR IN THE CITY OF BOGOTÁ- COLÔMBIA

Abstract

Objective: The objective of the study was to develop the analysis of strategic marketing management in the commercial fishing sector in the Paloquemao plaza in Bogotá, in order to increase productivity, based on sustainability models. Theoretical Framework: In this topic, the sustainability model for SMEs describes how to improve the relationship of a company's human capital and how, based on these, the environmental components are integrated into the processes and therefore the economic component is adjusted by generating a better organizational climate. which permeates the marketing management of companies and improves their visibility as should happen in the commercial fishing sector of the city of Bogota. Method: An exploratory and comparative study was used, the analysis included a parallel between the theoretical analyzes with the fishing sector of Lima Peru, the sustainability model and marketing models and based on marketing study categories, interviews were conducted with managers of commercial companies. fisheries to then develop a correlation analysis of the categories between the years 2020 and 2023. Results and Discussion: It was found that informality versus the established company that some distributors only have a warehouse as a warehouse while others have a complete infrastructure; others have a good diversification of products for their clients and finally, marketing is short-term and with little strategic management. Research Implications: The research shows that there is little access to training on administrative issues, financial management and safety issues for the conservation of the product; little investment in technology and that the lack of marketing in the sector does not make known the benefits and qualities that the product has in its consumption. Originality/Value: This study contributes to a literature in which it shows in an exploratory way how marketing management is developed in an economic sector of the country and how it impacts its sustainability, as well as showing a possible market strategy to enhance it.