Oportunidades de comercialización internacional de cerámica artesanal colombiana en la Unión Europea

Abstract

The objective of this work is to identify the demand for Colombian handmade ceramics in the European Union, due to the different characteristics that these articles represent and possess, such as their design, quality, especially highlighting the cultural or symbolic value that the object in question may have. By means of this, the purpose is to diversify the country's exports, since its participation is important for economic growth, promoting the generation of jobs and competitiveness within the international market, starting from the identification of potential markets that demand this type of products. This study is carried out through a quantitative research with descriptive scopes, using as research sources, previous works, repositories, official documents, databases, among others; with reference to the above, it is developed in three chapters starting with the characterization of the handicraft sector focusing on ceramics, followed by an analysis of demand data for the identification of possible markets within the European Union, determining their requirements and important aspects of each one, ending with the determination of different marketing strategies. Thus, it is concluded with the identification of eight potential markets that belong to the EU economic block, which shares with Colombia a trade agreement that allows to facilitate the commercialization between both countries, these markets presenting themselves as business opportunities for this product, among which are Germany, Netherlands, France, Italy, Sweden, Belgium, Denmark and Spain, in addition to establishing different commercial strategies that can give a greater competitive advantage, contributing at the same time to the economic growth.