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Análisis y evaluación de mercados internacionales de la miel natural

Author

Listed:
  • Hermes Castro Fajardo
  • Lina María Otálora Gómez
  • Fernando Chavarro Miranda

Abstract

La investigación tiene como objetivo clasificar los países para orientar la internacionalización de los productores de miel natural en Colombia al aplicarles la matriz de atractividad y competitividad, ya que el mercado actual exige a las empresas acciones que generen ventajas competitivas para enfrentar la creciente competencia internacional y aprovechar sus oportunidades. La matriz de atractividad y competitividad, aquí explicada, orienta la decisión acerca de a dónde y cómo entrar en mercados internacionales, para ello, se adaptó la matriz Boston Consulting Group (BCG) en sus ejes originales por el consumo per cápita y crecimiento del mercado para ubicar a los países objetivo en cuadrantes acordes con el ciclo de vida del producto (introducción, crecimiento, madurez y obsolescencia) o con ejes de consumo per cápita y precio aparente para ubicar las estrategias competitivas (liderazgo en costos, diferenciación y enfoque), lo que facilita el diseno de los planes de mercadeo internacional. La investigación muestra que Francia se posiciona como el mercado de mayor potencial para ser abordado con la posibilidad de los productores nacionales para ofrecer propuestas de valor basadas en la diferenciación y enfoque.

Suggested Citation

  • Hermes Castro Fajardo & Lina María Otálora Gómez & Fernando Chavarro Miranda, 2022. "Análisis y evaluación de mercados internacionales de la miel natural," Apuntes del Cenes, Universidad Pedagógica y Tecnológica de Colombia, vol. 41(74), pages 201-240, July.
    • Handle: RePEc:col:000152:020727
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    References listed on IDEAS

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    More about this item

    Keywords

    comercio internacional; globalización; atractividad; competitividad; marketing.;
    All these keywords.

    JEL classification:

    • F15 - International Economics - - Trade - - - Economic Integration
    • F60 - International Economics - - Economic Impacts of Globalization - - - General
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • N50 - Economic History - - Agriculture, Natural Resources, Environment and Extractive Industries - - - General, International, or Comparative

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