Examinando por Materia "Consumo masivo en Centroamérica"

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    Plan de ruta para el posicionamiento de marcas colombianas de consumo masivo en Centroamérica
    (Universidad EAFIT, 2020) González Toro, Leidy Johana; González Pungo, Juan Guillermo; Roldán Yepes, Raquel
    The Colombian Exports have big dependency on the traditional products and this, in the long term, will not allow value creation and increase the country economic risk given this kind of products can be easily substituted. Additionally, this situation is made worse given the growth level for the 2018, in which the traditional exports increased a 15% while the non-traditional exports presents only a growth of 2% (DANE, 2020). The objective of this document is to design a rout plant based in the experience of current exports participants for the brand positioning for Colombian PYMES, with focus in the Central America market in mass consumption categories, in a way this industry can develop long term business, sustainable growth and value creation. This will allow more participation in the country exports with more value added products and an economy sustainable growth via diversification and business model expansions.