Repositorio Institucional Universidad EAFIT ::Examinando por Materia "La Traviesa S.A.S."

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Plan exportador : La Traviesa S.A.S.
(Universidad EAFIT, 2024) Cardona Vera, María José; Ríos Molina, Carolina
The purpose of this research is to determine the target market for organic herbs of La Traviesa S.A.S. and to propose an export plan. This is done as follows: firstly, potential target markets for the company are selected; secondly, an analysis of the current economic situation (political risk, GDP, inflation, unemployment, ease of doing business, and socioeconomic level), social and cultural variables (organic consumption trends and Hofstede dimensions), market size (volume imports, retail market, and organic market), and specific company variables (quality seals, cold chain logistics, direct air access, tariffs, and import requirements) is conducted to identify the target market according to the current situation of countries and the company. Finally, a weighting of the variables is performed and the target country to which the company could export is determined. Subsequently, strategies and action plans are designed to enable the organization to execute what is proposed in the work, which was carried out using the market selection methodology of EAFIT University in collaboration with the company's manager who provided the necessary information for its construction.