La estrategia del océano azul como herramienta de internacionalización de la empresa Lácteos el Portillo Ltda.

Abstract

Lácteos el Portillo Ltda., A small company dedicated to the production of dairy products; with the intention of increasing its participation in the market consequently its margins of profit and extending to international markets, nevertheless due to the industry in which it carries out its activity and the saturated market to which it is exposed daily, this objective has not been taken the purpose of the present investigation consisted in the investigation and emphasis of those aspects within the Blue Ocean Strategy that will result in the conquest of the international market; it was necessary to develop a diagnosis of the current situation of the company, finally defined the relevant aspects and guidelines for the use of the Blue Ocean Strategy. The research is justified because it has practical implications and is based on the approaches of the Blue Ocean Strategy of W. Chan Kim and Renee Mauborgne, the value chain of Michael Porter and the DOFA matrix. Methodologically the research work is approached from the perspective of the type of documentary study, with the application of quantitative analysis of the company and the sector; the observation technique used was deductive, with which a comparison is made between the sector leader and the company in question; the data processing allowed to determine the direction that the company must follow the Blue Ocean Strategy, leading to that the company does not have a defined market segment, does not take into account the people that can influence the acquisition of its products in addition to this, the company must keep in mind the market trends, distribution channels and loyalty of involved always accompanied by continuous innovation.