Oportunidad comercial de exportar sandía colombiana al mercado italiano

Abstract

This research focuses on analyzing the commercial opportunity to export Colombian watermelon to the Italian market, having as specific objectives the identification of the production and value chain of watermelon in Colombia, describing the watermelon market in Italy and the environment for its commercialization, and the identification of strengths and obstacles in Colombia for its commercialization. The research is carried out taking as a reference the theory of systemic competitiveness of Esser Klaus. The research had a qualitative approach of descriptive and interpretive scope, which found the necessary factors to increase the arrival of the product to foreign markets such as Italy. They identified the strengths that the country possesses, such as topographic conditions and sources of competitive advantage in production. Likewise, the best method to enter the Italian market is described, which is governed by the protocols for negotiations. Finally, we will determine the main strengths and obstacles to commercialize the product in Italy in which the experience in the export of fruits is the main strength of Colombia, there are producers that have certifications of good agricultural practices to ensure a good access to foreign markets, and where the main obstacle is that Spain, a nearby country in the region, is currently the main exporter of the fruit to Italy.