Identificación de mercados potenciales para la exportación de sandía colombiana

Abstract

The objective of the project is aimed at identifying the commercial opportunities that Colombian watermelon has in the international market. The development of the previous process was divided into three stages that allowed the fulfillment of the main objective. As a first measure, the macro and micro analysis of the sector, subsector and product was carried out, where production with its advantages and disadvantages, as well as consumption and growth, were observed in detail, in order to know its productive capacity. In the second instance, it was possible to choose the most viable international potential market and with the best conditions for the export of Colombian watermelon, taking into account the variables of purchasing power per capita, import price index, trade agreements and regulations, population and geographic proximity from 4 countries, where thanks to the implemented Way Station model and the applied weighting matrix, Canada was compared and determined as the best option for the export process. Finally, two market penetration strategies were established, the first selective distribution strategy and the second the "pull" strategy, since watermelon, due to its publicity and because it is an exotic fruit, makes the Canadian population demand the product, which leads distributors and retailers to buy the Colombian product.