Plan de marketing internacional para la panela orgánica pulverizada

Abstract

In order to develop an international plan for the commercialization of powdered organic panela, some grade papers and articles that outline export strategies and opportunities are briefly outlined; For the development of this marketing plan the different opportunities that the product has presented and precedents were taken such as the increase in the consumption of healthy, organic products and a consumer concerned about the impact of agricultural activities on the environment. This research presents a business opportunity for panela, a product derived from Sugar Cane that currently has not been commercialized enough, because although in Colombia it is one of the main agricultural activities and the second source of employment rural, only 1% of the production of panela becomes an export product. Taking this background into account, the Powdered Organic Panela is presented as an innovation for small and medium-sized companies of paneling producers, who wish to enter the foreign market by providing them with information and tools necessary to carry out the export process, bringing them closer to the advantages offered by this market. Finally, the target consumer was selected based on the political, economic and social information of the destination country, as well as the possible competition taking into account price, similarity, substitutes and product presentation