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    Plan importador para la comercialización de vino francés del viñedo Château de Birazel en Colombia
    (Universidad EAFIT, 2022) Martínez Pérez, Micheyla; Ruiz López, Ricardo; De Villa Correa, María Andrea
    Our thesis is an import plan for French wine from the Château de Birazel vineyard for the company Worldwide (W&L), in alliance with the marketer R&M. These three actors work synergistically and complement their capabilities for the development of such plan. As a starting point, the import plan proposes a business model through the Business Model Canvas tool through which the role of each of the aforementioned actors, the value proposition, customer segmentation, among other aspects of the business, are defined. Then, an analysis of the wine market in Colombia is carried out, particularly of consumption habits and preferences, using the survey as a data collection technique; In this way, wine consumption habits are described in a representative sample of consumers from Bogotá, Medellín and Barranquilla. Also wanting to know the demand for wine in restaurants, interviews are conducted with administrators and a sommelier from renowned premium restaurants in Medellín and Bogotá, from which it is possible to identify the evolution of the consumption of this drink in recent years, finding that it is not only present in celebrations, but it has become a complement when it comes to enjoying a good delicacy. The logistics process that W&L will follow for the import, nationalization, storage, and distribution to final customers is also described, guaranteeing optimal processes at each stage. Finally, a financial analysis is presented to determine the economic profitability of the business. It was concluded that thanks to the synergy of the capabilities of the actors involved (W&L, Châteuax de Birazel and R&M) this import plan can generate profit for each of the parties.