Browsing by Author "Benitez-Vargas, Mayerly"

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Oportunidades de internacionalización de productos medicinales derivados del cannabis sativa
Benitez-Vargas, Mayerly; Lopez-Castillo, Laura; Salazar-Hernandez, Maria Alejandra; Aguilar Galiano, Estibaliz
The main problem and objective of this research is to analyze the market with the best opportunity to export products derived from Cannabis sativa produced in Colombia, within the proposed objectives is to describe the production and domestic market of medicinal products of Cannabis sativa, identify Starting from an analysis of the opportunity the most suitable market for the export of medicinal products derived from Cannabis sativa and proposing strategies that allow the product to be positioned in the new market. From Michael Porter's Competitive Advantage theory, the determining factors in the exports of medicinal Cannabis sativa and the main competitors of Colombia were analyzed, thus managing to propose marketing strategies that would allow the development and fulfillment of the needs of the target market to which one wants to reach. , which in this case is Germany and it is intended to 4 evaluate various details with a qualitative approach that may affect the opportunity for international marketing. (World Economic Forum, 2010). As a result, it is observed that medicinal plants play a very important role both as a source of health and income for Colombia, contributing in the development process, it has a comparative advantage due to its immense wealth in this type of products, where it seeks to take advantage exports and to supply a large part of the demand internationally and especially in the target market (Germany) where it stands out as one of the countries with the highest consumption in the European Union.