Plan de exportación para el posicionamiento de la mermelada Citrimix de la empresa Pronaca en Alemania
This degree project is based on a consultancy for the company Pronaca C.A., in such a way that an export plan has been designed for the Citrimix jam to Germany, due to the fact that the product is innovative, that is, 100% organic, sweetened with Stevia and is a low-calorie food. In this way, the th...
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| Formato: | bachelorThesis |
| Idioma: | spa |
| Publicado em: |
2021
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| Assuntos: | |
| Acesso em linha: | http://repositorio.uotavalo.edu.ec/handle/52000/580 |
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Adicionar Tag | Resumo: | This degree project is based on a consultancy for the company Pronaca C.A., in such a way that an export plan has been designed for the Citrimix jam to Germany, due to the fact that the product is innovative, that is, 100% organic, sweetened with Stevia and is a low-calorie food. In this way, the theoretical bases to support the project are described, for this reason, the history of the jam is described, the German market is analyzed, the 4Ps of marketing are developed, as well as the value chain and the canvas model, on the other hand, the commercial agreements are taken into account since they are important for the company to be able to export. Consequently, the SWOT matrix of Citrimix jam has been made, as well as its production process, the image, the label and its characteristics are also shown, however, the legal documentation for exporting to the German market is detailed. Finally, by carrying out this export plan, the company Pronaca C.A. could be recognized internationally, this would allow it to have a wide portfolio of customers, improving human resources management, increasing sales, streamlining the industrial capacity and speed, but above all it would generate new opportunities in the foreign market. |
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