Propuesta de innovación en producto y diversificación de mercados para Banafruts

Abstract

The purpose of this paper is to suggest a product innovation and market diversification as a strategy for Banafruts, a Colombian company located in the north coast of the country, it grows and sells bananas with export quality. It relies in the implementation of market research for the development of a new product: ‘Banana-Pancakes mix‘. Through qualitative and quantitative investigations it is concluded that the product, seems attractive to the consumers and it has a high purchase potential in this market. Finally it is recommended to Banafruts to develop a diversification as competitiveness strength