Internacionalización Lehit Ltda

Abstract

This work presents the study of the commercial opportunity towards the countries of the Andean Community of Nations - CAN for the company Lehit Cosmetics dedicated to the production and distribution of hair products at national level, by means of the export, it is oriented to the commercialization of these products towards the CAN countries, as key objective is to identify the market opportunity with greater potential, taking into account the model of Porter's diamond which clearly shows the competitive position against the competition and the market to reach. A qualitative approach was used where the feasibility of internalization is evidenced. Additionally, a descriptive approach of Colombia's relationship with the CAN countries is proposed, for its commercialization it was evidenced that the countries present similar economic sectors. An analysis of the business and growth opportunity in the export sector and international trade is presented, as well as an analysis of the competition, distribution channels and characteristics present in the market to be served, identifying the key aspects for exporting. The above mentioned contributes to the project of export and commercialization of hair products to the CAN member countries, which have strategic alliances that facilitate the possibilities of entering these countries.