Creación de estrategias para pymes en la comercialización de productos cosméticos hacia los países de la CAN

Abstract

The present work aims to create internationalization strategies that allow to boost the exports of small and medium entrepreneurs of the cosmetic industry in Colombia to the countries of the Andean Community of Nations (CAN). Based on a qualitative methodology focused on the search for the internationalization processes of the cosmetics industry, given the above, a data analysis of the commercial relations of the countries that make up the Andean Community of Nations was carried out, for which the It has economic, commercial indicators, specific markets in order to optimize the export marketing opportunities of these national entrepreneurs, managing to identify growth worldwide, and on the other hand; The cosmetic products with the highest demand from both exports and imports were obtained in Colombia, Bolivia, Peru and Ecuador. Among the most outstanding results, it is found that it is possible to design marketing strategies that help to obtain and identify competitive advantages, in search of improvement to production processes, development, logistics, and other relevant aspects regarding the evolution and models that companies in this sector have been adapting. It is concluded that the internationalization strategies to be implemented that generate a favorable impact are; development of markets taking advantage of the geographical location, diversification of products since there is quality of raw material based on natural and, on the other hand, penetration of markets seeking a better participation in the sector and related diversification, achieving diversification of the plans of existing business.