Plan de marketing internacional para la importación y comercialización de cigarrillos electrónicos en Costa Rica
Fecha
2013
Autores
Arias Bastos, Yahaira
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Editor
Universidad Nacional, Costa Rica
Resumen
En el plano internacional actual los procesos importación y exportación se han convertido
en una opción viable para muchos actores internacionales como empresas e individuos que
tienen interés de comerciar con productos a nivel internacional. Sin embargo, estos procesos
de comercio conllevan siempre un riesgo significativo para los empresarios pues implican un
mayor grado de complejidad y una mayor inversión.
Ante esto, para la empresa JS su intensión de importar cigarrillos electrónicos a Costa Rica
representa toda una incertidumbre pues desconocen el nivel de aceptación que tendría el
producto en el mercado. Por tanto, el presente informe describe el entorno macro y micro
de la empresa con el fin de analizar la conveniencia de la importación y propone una serie de
estrategias para la comercialización del producto en el país, todo esto orientado a reducir el
riesgo que implica este proceso de comercio internacional.
In today's international arena, import and export processes have become a viable option for many international players such as companies and individuals interested in trading products internationally. However, these trade processes always involve a significant risk for entrepreneurs as they imply a higher degree of complexity and a higher investment. Therefore, for the company JS, its intention to import electronic cigarettes to Costa Rica represents an uncertainty because they do not know the level of acceptance that the product would have in the market. Therefore, this report describes the macro and micro environment of the company in order to analyze the convenience of importing and proposes a series of strategies for marketing the product in the country, all of this aimed at reducing the risk involved in this process of international trade.
In today's international arena, import and export processes have become a viable option for many international players such as companies and individuals interested in trading products internationally. However, these trade processes always involve a significant risk for entrepreneurs as they imply a higher degree of complexity and a higher investment. Therefore, for the company JS, its intention to import electronic cigarettes to Costa Rica represents an uncertainty because they do not know the level of acceptance that the product would have in the market. Therefore, this report describes the macro and micro environment of the company in order to analyze the convenience of importing and proposes a series of strategies for marketing the product in the country, all of this aimed at reducing the risk involved in this process of international trade.
Descripción
Palabras clave
COMERCIALIZACIÓN, COMERCIO INTERNACIONAL, IMPORTACIONES, RELACIONES INTERNACIONALES, INTERNATIONAL RELATIONS, INTERNATIONAL TRADE, IMPORTS, MARKETING