Factibilidad comercial para la internacionalización del herpo de bocadillo y arequipe de la fábrica “La Moniquireña” hacia el mercado español.

Abstract

The guava is known for being a fruit that benefits the human body by providing vitamin C. The genetic diversity of this fruit allows its use both in the fresh market and for the industry in the production of snacks, jellies, nectars and pulps, which is an important line in the regional economy. In relation to its production, for the year 2019, the world production of guava was around 2,075,000 tons, where Colombia ranks sixth as a producer of guava both common and improved varieties mainly pear guava and apple guava. Likewise, at the global level the main destinations in 2019 for guava exports was the country of Spain with a total of 17.8 tons which represented 22% of exports (Minagricultura, 2020). The importance of an export plan lies in identifying where one is and where one wants to go in international business and also serves to sequentially focus the mission, vision and objectives that the company has for export. In this regard, mention is made of the Free Trade Agreement between Colombia and the European Union, which is Colombia's second largest trading partner, representing 14.7% of foreign trade and ranking behind the United States (26.8%), also highlighting the export of fruits and edible fruits, which went from 513 million dollars in exports in 2103 to 856 million dollars in 2103. The importance of an export plan lies in identifying where one is and where one wants to go in international business and also serves to sequentially focus the mission, vision and objectives that the company has for export. In this regard, mention is made of the Free Trade Agreement between Colombia and the European Union, being the second largest trading partner of Colombia, representing 14.7% of foreign trade and positioning behind the United States (26.8%), also highlighting the export of fruits and edible fruits, which went from 513 million dollars in exports in 2103, to 856 million dollars in 2018 (Analdex, 2018). Therefore, this export plan will be the main tool for the company "La Moniquireña", to enter into the export activity, taking into account the objectives it wishes to achieve. A good planning for the participation in international business of the company is essential to achieve the economic development of the organization, since it focuses on the implementation of plans and development programs in the medium, short and long term, which are fundamental aspects for decision making, thus becoming a continuous process in search of new market opportunities for the growth and development of the organization, being this export plan the central guide in search of achieving a better positioning of the company not only in the local market but the international market (Bradley & Calderon, 2006). The specific purpose of this export plan is to continue with the process of internationalization of the company, since the organization has high quality products in the market, because it has a good acceptance within the population of the region, for which this becomes a competitive advantage to address other markets, especially if they are international, so that the company can adapt to the environment, to the changes and can contribute with excellent financial returns for partners and investors who always hope to keep their production unit at the forefront, in a competitive and profitable way, being this a good opportunity to achieve this purpose. Given the above, the objective of this study is to present a commercial feasibility study for the internationalization of the snack and arequipe Herpo produced in the snack and panelitas factory "La Moniquireña" of the municipality of Moniquira Boyacá, towards the Spanish market as a target market. The work starts with a situational diagnosis of analysis of internal and external factors with the use of Porter's model identifying significant variables and a SWOT analysis with the development of strategies and their impact on the results of the organization. Likewise, the application of an interview to the company's manager and a Focus group interview to company employees allows identifying some variables of internal and external aspects of the company. In the second part, a market selection matrix is constructed, where variables such as country growth, volume of imports and exports, tariff barriers, among others, were taken into account, which allowed to establish the most convenient country to export, being Spain, and subsequently in the micro location the country of Barcelona is determined. A market study was carried out to analyze the export potential of Herpo in the Spanish market, and technical, production and financial requirements were also evaluated, which determined the need for the product to be exported to Spain. A market study was carried out to analyze the export potential of Herpo in the Spanish market, and technical, production and financial requirements were evaluated, which determined the needs for machinery and equipment, as well as labor. Finally, a third chapter establishes the design of a plan with marketing strategies for the international market of Herpo with sandwich and arequipe for Barcelona, Spain.