Tutor 1

Díaz Huertas, Néstor Fabián

Resumen

se realizó la búsqueda y recolección de información teórica con el fin de realizar una revisión de bases de datos y de recursos bibliográficos, además de la recolección de información primaria de orden cualitativo, mediante la realización de entrevistas a empleados de la empresa Chuculat & Básico y por último se realizó el estudio y análisis de la información recolectada, así como de las teorías expuestas con el fin de plantear una propuesta de internacionalización que se ajuste a los procesos de la empresa. ; se identificó que con ayuda de marca país y Procolombia se pueden seleccionar diferentes mercados, ya que estas apoyan a las empresas como Chuculat & Básico a realizar procesos de internacionalización, pues su principal objetivo es generar conocimiento del país en el exterior e incentivar las exportaciones.

Resumen en lengua extranjera 1

The present work is focused on a Colombian company that has a country brand and how this brand allows them to make market selections, according to their interests, currently in Colombia, 324 companies have in their products the support of the country brand seal, which accredits them as producers and marketers of 100% Colombian products, within this group of companies is Chuculat & Básico, a Colombian company that, in collaboration with cocoa producers from different regions of the country since 2008, produces and markets premium chocolates. In terms of qualitative exploration, three phases were developed within which different actions were defined to achieve our objectives: the search and collection of theoretical information was carried out in order to carry out a review of databases and bibliographic resources, in addition of the collection of qualitative primary information, by conducting interviews with employees of the company Chuculat & Básico and finally the study and analysis of the information collected, as well as the theories presented in order to propose a proposal of internationalization that adjusts to the processes of the company.As a result it was found that if there is a country brand properly built; It was identified that with the help of the country brand and Procolombia different markets can be selected, since these support companies such as Chuculat & Básico to carry out internationalization processes, since their main objective is to generate knowledge of the country abroad and encourage exports. In the same way, according to the type of products that Chuculat & Básico commercializes and for all the characteristics that they possess, and as a conclusion of the analysis of countries made, it is established that the Japanese market is the most viable option to enter

Palabras clave

Marca país, Marketing, Internacionalización, Cacao, Country brand, Internationalization, Cocoa, Planificación empresarial, Globalización, Mercado de exportación, Business planning, Globalization, Export marketing

Tipo de documento

Trabajo de grado - Pregrado

Licencia Creative Commons

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Fecha de elaboración

1-1-2019

Programa académico

Finanzas y Comercio Internacional

Facultad

Facultad de Economía, Empresa y Desarrollo Sostenible - FEEDS

Publisher

Universidad de La Salle. Facultad de Economía, Empresa y Desarrollo Sostenible – FEEDS. Finanzas y Comercio Internacional

Download

Compartir

COinS