Plan de internacionalización de la empresa costarricense INDULACTEA S.A para la exportación de sorbetes de vino tipo gourmet al mercado de la República de Panamá
Fecha
2014
Autores
Gómez Martínez, Diana
Picado Alfaro, Yujency
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Editor
Universidad Nacional, Costa Rica
Resumen
INDULACTEA S.A. es una pequeña empresa ubicada en Cartago, la cual se dedica a la producción de helados tradicionales, pero en los últimos años ha querido innovar y se aventuró a producir sorbetes a base de vino tinto y blanco. Aunque en el mercado costarricense son muy poco conocidos, ya el propietario ha participado en ferias donde ha entregado muestras del nuevo producto, esto con el fin de que se conozca esta nueva tendencia de degustar el vino.
El propietario de la empresa INDULACTEA S.A. desea que el sorbete de vino se pueda comercializar tanto en Costa Rica como en otros países, por ello surge el interés de conocer las posibilidades que tendría la empresa para expandir este producto a países vecinos, en especial hacia Panamá. Se muestra interés en este país en específico, debido a que cuenta con características muy similares con Costa Rica, además de la cercanía geográfica.
Se debe indicar que el propietario de la empresa tiene claro que antes de iniciar cualquier proceso de exportación, es indispensable analizar los elementos que pueden ejercer alguna influencia, positiva o negativa, para la incursión del sorbete en otro país.
En el presente trabajo se llevará a cabo una investigación clara, con el fin de identificar las fortalezas, oportunidades, debilidades y amenazas que tiene tanto la empresa como el producto. A partir de este estudio se demuestra que INDULACTEA S.A. cuenta con la posibilidad de a largo plazo lograr incursionar el nuevo producto a nivel nacional e internacional.
Finalmente, se plantea un Plan de Internacionalización, donde se brinda información veraz de cuáles son los requisitos y requerimientos que debe cumplir la empresa en el momento que decida exportar los sorbetes, así como las recomendaciones de lo que debe mejorar para que ese proceso de exportación sea exitoso.
INDULACTEA S.A. is a small company located in Cartago, which is dedicated to the production of traditional ice cream, but in recent years has wanted to innovate and ventured to produce sorbets based on red and white wine. Although they are little known in the Costa Rican market, the owner has already participated in fairs where he has delivered samples of the new product, this in order to make this new trend of tasting wine known. The owner of the company INDULACTEA S.A. wants the wine sorbet to be marketed both in Costa Rica and in other countries, thus the interest arises to know the possibilities that the company would have to expand this product to neighboring countries, especially Panama. There is interest in this specific country because it has very similar characteristics to Costa Rica, in addition to its geographic proximity. It should be noted that the owner of the company is clear that before starting any export process, it is essential to analyze the elements that can exert some influence, positive or negative, for the incursion of sorbet in another country. In the present work a clear investigation will be carried out in order to identify the strengths, opportunities, weaknesses and threats that both the company and the product have. From this study it is demonstrated that INDULACTEA S.A. has the possibility in the long term to achieve the incursion of the new product at national and international level. Finally, an Internationalization Plan is proposed, which provides accurate information about the requirements that the company must comply with when it decides to export sorbets, as well as recommendations on what must be improved for the export process to be successful.
INDULACTEA S.A. is a small company located in Cartago, which is dedicated to the production of traditional ice cream, but in recent years has wanted to innovate and ventured to produce sorbets based on red and white wine. Although they are little known in the Costa Rican market, the owner has already participated in fairs where he has delivered samples of the new product, this in order to make this new trend of tasting wine known. The owner of the company INDULACTEA S.A. wants the wine sorbet to be marketed both in Costa Rica and in other countries, thus the interest arises to know the possibilities that the company would have to expand this product to neighboring countries, especially Panama. There is interest in this specific country because it has very similar characteristics to Costa Rica, in addition to its geographic proximity. It should be noted that the owner of the company is clear that before starting any export process, it is essential to analyze the elements that can exert some influence, positive or negative, for the incursion of sorbet in another country. In the present work a clear investigation will be carried out in order to identify the strengths, opportunities, weaknesses and threats that both the company and the product have. From this study it is demonstrated that INDULACTEA S.A. has the possibility in the long term to achieve the incursion of the new product at national and international level. Finally, an Internationalization Plan is proposed, which provides accurate information about the requirements that the company must comply with when it decides to export sorbets, as well as recommendations on what must be improved for the export process to be successful.
Descripción
Palabras clave
COMERCIO EXTERIOR, COSTA RICA, EXPORTACIONES, INDUSTRIA DEL VINO, PANAMÁ, COSTA RICA, EXPORTS, FOREIGN TRADE, PANAMA, WINE INDUSTRY