Estudio de mercadeo para adoquines ecológicos en el Gran Área Metropolitana (GAM), Costa Rica

Abstract

A marketing study for ecological pavers using waste wood pallets, which focuses its marketing and merchandising in the Gran Área Metropolitana (GAM) of Costa Rica; to do an analysis of offer and demand for ecological pavers was made. The marketing study conducted involving the variables of marketing and profile of potential customers, from the information given strategic marketing and marketing for ecological pavers defined. The population defined in 459 companies for the study included construction, architectural, hardware, municipalities and building materials stores that use concrete pavers, which was used to study a sample of 210 companies representing 46% of the population. With the collected information the consumer profile is defined, the product, after-sales, the average market price and the price for activity costs, plaza and product promotion; addition, the size of profitable inventory based on Bayes criterion was determined. According to the results defined that the total demand for concrete pavers in the GAM is 820 605 m2/year, distributed 68% in San Jose, 26% between Heredia and Cartago and 6% in Alajuela. The offer is led by the company Pedregal that produced 5 760 000 m2/year. A rentable management of inventory was defined as minimum 100 m2 and maximum 800 m2 with a contribution margin of 34.49%. Based on this information and description of the variables of marketing it is concluded that the product to market is an hexagonal ecological pavers, gray, with dimensions of 11.5 cm long and 8 cm thick, composite concrete 60% and 40% wood waste and weighing 4.73 kg which can be offered with five year warranty. As competitive advantages attached to it that by incorporating wood particles, stored CO2 and reduces the release of methane; also, has an increase in porosity with respect to the concrete paver allowing filtering water, is reusable as layer after end of life. Defined promote it through the social network Facebook and face to face, locate a production plant in the eastern sector of San Jose in the district of Zapote, near the cantons of Curridabat, Desamparados and the Montes de Oca, where ecological pavers be marketed, using a price that does not exceed 45% of the average market price of concrete pavers.