Plan de mercadeo internacional para Chocolate Premium Colombiano

Abstract

The aiming of this work was to elaborate an International marketing plan for Colombian premium chocolate, specifically for the product Chocolate Los Andes, to the United States. Through a mixed descriptive research methodology, which combines qualitative and quantitative elements, it was possible to identify the different factors to consider for developing the marketing tools to achieve a value impact in the region to be exported; In the same way, data was provided in order to allow the evaluation of the viability of the export. Based on the "bean to bar" technique, the production process has characteristics that allow highlighting the benefits of artisanal techniques that are controlled from cultivation and harvest, to the finished product that achieves a chocolate bar rich in aroma and pure flavors, without added and of a superior quality compared with the chocolates elaborated in an industrial way. Keeping in mind the changes that have had the tendencies of consumption in foods, especially the arrival of the wave of healthy foods, that invites the consumers to verify the alimentary properties of what they eat, was taken into account the high nutritious values that contains the cocoa , especially in presentations that are not made with dairy products and have low sugar content, as elements that could give an added value, in comparison with other "snacks", whose main characteristic is the high sugar content. Similarly, given the fact that in 2017 the United States was the largest importer of cocoa products, the possible tariff-rate benefits that can be accessed, the variety of access routes (both sea and air) and the value of its gross domestic product (GDP), in comparison with the other countries evaluated, this country was selected as the export destination, considering that, after evaluating the aspects to take into account for an export, it obtained a higher score than the other countries. Finally, 3 different scenarios were elaborated, based on averages of accumulated series of past months of the Market Representative Rate, which allowed evaluating the viability of the export and its respective impact on the value of the product to be exported