Oportunidades comerciales para la gulupa en los mercados internacionales

Abstract

The central objective of this investigation is to conduct an analysis of the pasifloras sector in Colombia in order to find the most suitable gulupa export market in the international market, Colombia intends to increase current export levels abroad considering the different factors involved in the process such as production, national and international consumption, market trends and relevant existing instruments in the commercialization of this passionflower from Colombia to the world. In order to identify the way forward for the internationalization of the product, the Way Station model and the theory of the five forces of Michael Porter are used that provide the guidelines for the introduction into a select market, for this purpose it is proposed to carry out a scrutiny of the different countries selected. During the investigation process, three phases will be taken into account, as the first phase involved the description of the national market at a macro and micro level identifying strengths and generalities of production that demonstrate the productive capacity of this fruit. Secondly, the most suitable international market for exporting gulupa was chosen through a weighting matrix in which different variables were taken as the basis for five countries, which by comparison showed the most suitable nation to export. Once this information was known, the market entry strategies were established applying the model described in order to cover each of the aspects taken into account during the analysis.