Negocios Internacionales

Permanent URI for this collectionhttps://repositorio.uniagustiniana.edu.co/handle/123456789/30

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    Competitividad y diferenciación de micro lotes de café de variedades exóticas de Colombia en el mercado especializado de Tokio, Japón
    Melissa Moreno Ramirez
    The present degree work analyzes the competitiveness and differentiation potential of microlots of coffee from exotic Colombian varieties (Geisha, Pacamara and Bourbon Rojo) in the specialized market of Tokyo, Japan. The research is developed under a qualitative approach of descriptive scope and non-experimental design, supported by documentary review. The analysis is structured in three dimensions: the productive situation and the limitations of small Colombian coffee growers to access specialized international markets; evaluation of market potential in Japan; and the logistical, customs and commercial requirements necessary for export to Tokyo. The theoretical framework is based on Porter's theory of competitive advantage, particularly on the differentiation strategy with focus, which allows competing based on unique attributes such as quality, traceability and sensory profile. The results show that Japan represents a strategic opportunity for Colombian specialty coffee, due to its high level of demand, consumer sophistication and willingness to pay premium prices. However, structural barriers related to certification costs, technical capabilities, and regulatory requirements persist.
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    Emprendimiento Drip Cup
    Espinosa Sierra, Daniela Alexandra; Simbaqueva Aguilar, Tania Valentina; Mesa Barrantes, Natalia; Nicolás Guillermo Gómez García
    This undergraduate thesis presents a business plan for Zulu Coffee, a Colombian entrepreneurship that markets the Drip Cup Zulu, a portable specialty coffee filter made with biodegradable materials. The product was developed in response to the growing demand for practical, healthy, and sustainable alternatives to prepare high-quality coffee without the need for specialized equipment, addressing the evolving consumption trends in international markets. The research is grounded in a business diagnosis and a competitive environment analysis using tools such as Porter's Five Forces and the PESTEL matrix, applied to both the Colombian and U.S. coffee markets, with a focus on San Francisco County. A market research study was also conducted, including hypothesis validation through secondary data and a primary survey of 360 respondents, which yielded an initial demand estimate of 5,714 units per year. The business plan integrates prototype functional validation, technical operational requirements, organizational structure, marketing strategy, and financial projections. The results demonstrate the commercial and financial viability of the venture, with a gross margin above 52% and an internal rate of return of 129%, confirming the potential of Drip Cup Zulu as an innovative product with strong internationalization prospects.
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    Estrategia de marketing digital orientada a la generación de contenido educativo para fortalecer la visibilidad y captación de clientes internacionales en Connexion Freight S.A.S.
    Carlos Mauricio Arias Garces
    A digital marketing strategy was designed for Connexion Freight S.A.S. based on educational content, in order to strengthen its visibility, positioning and customer acquisition through low-cost and easy-to-implement actions.
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    La productividad como medida de desempeño de los freelances colombianos en proyectos internacionales
    Karen Julieth Franco Torres; Manuel Fernando Cabrera Jimenez
    Freelance professionals are independent workers who offer their services to multiple companies or clients, both national and international, without an employment contract, which implies an unstable relationship. In Colombia, this model has been gaining popularity, especially in digital areas, due to the possibility of working with greater flexibility in terms of hours, from anywhere in the world, and receiving payments in different currencies. Although it offers opportunities for economic growth and international exposure, freelancers have to face different risks and challenges, such as language skills, lack of work tools, social isolation, job instability, and also cultural changes. Given these conditions, the research question arises: To what extent does the performance of freelance professionals in digital marketing influence productivity in international projects? This study conducts an analysis that seeks to show the importance of independent workers identifying these challenges, which can affect their productivity both positively and negatively, and adopting strategies to improve their performance to achieve positive productivity measures in the international projects they undertake.
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    Análisis sectorial del ecoturismo en la región del Cocuy, mercado turístico y oportunidades de posicionamiento internacional
    Tunarosa Vargas Andrés Esteban; Vargas Rincón Andrés Mauricio
    This study aims to analyze the ecotourism sector in the Cocuy region to identify the internal and external factors influencing its positioning within the international tourism market. The research is conducted within the framework of sustainable tourism in Colombia. It employs a mixed methods approach predominantly descriptive and analytical drawing on secondary sources such as government and institutional documents, a PESTEL analysis, a review of digital content from sector companies, and a SWOT analysis. Key findings reveal a low share of the foreign tourism market, attributed to persistent disadvantages regarding infrastructure, accessibility to key tourist routes, destination promotion, and collaboration between the community and the government. Nevertheless, there are positive aspects linked to the region's biodiversity characterized by high mountain landscapes and its sociocultural richness, all within a sustainable tourism context. Challenges remain, however, including environmental issues, temporary park closures, and the weak implementation of digital tools designed to support operations and enhance destination visibility. These findings highlight the factors that must be addressed. The study concludes that ecotourism in Cocuy holds significant potential as an exportable service in the international market, provided that destination management is strengthened, promotion strategies are developed, and the community, public sector, and businesses work collaboratively.