Oportunidad comercial para la exportación de pulpa de fruta

Abstract

Colombia has a comparative advantage for fruit production. While growth in fruit pulp exports has been seen in recent years, due to global trends in the consumption of healthy and nutritious foods, as well as the needs of the global market that demand convenient products that are easy to prepare and ready to consume, exports of colombian fruit pulp will continue to open new markets and increase sales. This work aims to identify the commercial opportunities that this product has in the international market, for this purpose a weighting matrix, determined by variables and a selection of countries, was developed in order to find the target market, the alternative market and the quota market. It is found that Canadá is the leading market, and the proposed strategy is to enter through a strategic alliance that allows some of the market to penetrate through an already established and positioned company.