Exportación de la panela líquida saborizada a Estados Unidos
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Date
2025-05-28
Advisors
Editors
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Publisher
Corporación Universitaria Minuto de Dios - UNIMINUTO
Type
Trabajo de Investigación e Innovación
Rights
Acceso Abierto - http://purl.org/coar/access_right/c_abf2
Abstract
Este proyecto analiza la viabilidad de exportar panela líquida saborizada desde Colombia hacia el mercado de Estados Unidos, teniendo en cuenta el creciente interés de los consumidores por productos naturales, saludables y con identidad cultural. El objetivo principal fue identificar oportunidades, retos y estrategias de marketing internacional para posicionar este producto en un mercado competitivo. La metodología se basó en un enfoque cualitativo, con alcance exploratorio y elementos descriptivos, apoyado en revisión documental, análisis de tendencias de consumo, requisitos regulatorios y segmentación del mercado objetivo. Los resultados evidencian que la panela líquida saborizada, con sabores como maracuyá, coco y vainilla, posee un alto potencial de aceptación entre adultos jóvenes interesados en salud, sostenibilidad y autenticidad. Sin embargo, enfrenta barreras como el desconocimiento del producto, la competencia con edulcorantes más posicionados y exigencias regulatorias estrictas. Se concluye que, mediante una estrategia integral de mercadeo, cumplimiento normativo y alianzas con distribuidores especializados, es posible insertar este producto con éxito en el mercado estadounidense.
This project analyzes the feasibility of exporting flavored liquid panela from Colombia to the United States, considering the increasing demand for natural, healthy, and culturally rooted products among American consumers. The main objective was to identify opportunities, challenges, and international marketing strategies to position this product in a competitive market. The methodology followed a qualitative approach with exploratory scope and descriptive elements, supported by documentary review, consumer trend analysis, regulatory requirements, and market segmentation. The results show that flavored liquid panela, in varieties such as passion fruit, coconut, and vanilla, has strong acceptance potential among young adults interested in health, sustainability, and authenticity. However, challenges include limited product awareness, competition from better-known natural sweeteners, and strict regulatory demands. The study concludes that with a comprehensive marketing strategy, regulatory compliance, and partnerships with specialized distributors, this product can be successfully introduced into the U.S. market.
This project analyzes the feasibility of exporting flavored liquid panela from Colombia to the United States, considering the increasing demand for natural, healthy, and culturally rooted products among American consumers. The main objective was to identify opportunities, challenges, and international marketing strategies to position this product in a competitive market. The methodology followed a qualitative approach with exploratory scope and descriptive elements, supported by documentary review, consumer trend analysis, regulatory requirements, and market segmentation. The results show that flavored liquid panela, in varieties such as passion fruit, coconut, and vanilla, has strong acceptance potential among young adults interested in health, sustainability, and authenticity. However, challenges include limited product awareness, competition from better-known natural sweeteners, and strict regulatory demands. The study concludes that with a comprehensive marketing strategy, regulatory compliance, and partnerships with specialized distributors, this product can be successfully introduced into the U.S. market.
Description
Analizar las oportunidades, retos y estrategias de marketing internacional más adecuadas para introducir la panela líquida saborizada de origen colombiano en el mercado estadounidense, destacando sus atributos como alternativa saludable, sostenible y culturalmente significativa frente a los
edulcorantes tradicionales.
Keywords
Exportation, International Marketing, Natural Products, Exportación, Marketing Internacional, Productos Naturales