Exportación de brownie de aguacate a Estados Unidos
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Date
2025-05-28
Authors
Advisors
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Journal Title
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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
La presente investigación nos habla de la exportación de un producto innovador como lo es el brownie de aguacate hacia estados unidos, un país con una alta demanda de productos saludables, funcionales y con valor agregado, Estados unidos es un mercado clave para la introducción de este producto por su cultura y crecimiento constante hacia el consumo de los alimentos saludables. Este proyecto tiene como objetivo principal analizar la posibilidad y el impacto de la exportación del brownie de aguacate desde Colombia hasta Estados Unidos, considerando aspectos económicos, logísticos y la aceptación del consumidor. Para lograr este objetivo principal se tendrán en cuenta unos objetivos específicos que son: Analizar los costos logísticos asociados a la exportación de productos en estados unidos, evaluar la demanda y el perfil del consumidor estadounidense de productos innovadores en la categoría de repostería, y por último estudiar las regulaciones y normativas aduaneras que afectan la exportación de alimentos desde Colombia hacia estados unidos. Los resultados reflejan un alto potencial de aceptación para el brownie de aguacate, especialmente en zonas urbanas con alto nivel de conciencia alimentaria, como Nueva York. En cuanto a las estrategias de exportación, se propone un enfoque de penetración gradual en el mercado estadounidense, comenzando con la comercialización en canales de distribución especializados en productos saludables y gimnasios. Las estrategias de marketing deben centrarse en destacar los beneficios nutricionales del producto y su diferenciación respecto brownies tradicionales para llegar a esto se utilizará una mezcla de mercado que contenga estrategias de diferenciación como lo es: resaltar los beneficios del brownie; estrategias de desarrollo del producto, el cual se puede resaltar: trabajar constantemente en mejorar su sabor y 9 textura y por último pero no menos importante estrategias de posicionamiento como crear un slogan que refuerce el valor agregado que se quiere transmitir.
This research tells us about the export of an innovative product such as the avocado brownie to the United States, a country with a high demand for healthy, functional and value added products, the United States is a key market for the introduction of this product due to its culture and constant growth towards the consumption of healthy food. The main objective of this project is to analyze the possibility and impact of the export of avocado brownie from Colombia to the United States, considering economic, logistical aspects and consumer acceptance. To achieve this main objective, specific objectives will be taken into account: Analyze the logistics costs associated with the export of products in the United States, evaluate the demand and profile of the US consumer for innovative products in the pastry category, and finally study the regulations and customs regulations that affect the export of food from Colombia to the United States. The results reflect a high acceptance potential for the avocado brownie, especially in urban areas with a high level of food awareness, such as New York. As for export strategies, a gradual penetration approach in the US market is proposed, starting with marketing in distribution channels specialized in health products and gyms. Marketing strategies should focus on highlighting the product's nutritional benefits and how it differentiates itself from traditional brownies. To achieve this, a marketing mix will be used that includes differentiation strategies such as highlighting the brownie's benefits; product development strategies, which can be highlighted by constantly working to improve its flavor and texture; and last but not least, positioning strategies such as creating a slogan that reinforces the added value you want to convey.
This research tells us about the export of an innovative product such as the avocado brownie to the United States, a country with a high demand for healthy, functional and value added products, the United States is a key market for the introduction of this product due to its culture and constant growth towards the consumption of healthy food. The main objective of this project is to analyze the possibility and impact of the export of avocado brownie from Colombia to the United States, considering economic, logistical aspects and consumer acceptance. To achieve this main objective, specific objectives will be taken into account: Analyze the logistics costs associated with the export of products in the United States, evaluate the demand and profile of the US consumer for innovative products in the pastry category, and finally study the regulations and customs regulations that affect the export of food from Colombia to the United States. The results reflect a high acceptance potential for the avocado brownie, especially in urban areas with a high level of food awareness, such as New York. As for export strategies, a gradual penetration approach in the US market is proposed, starting with marketing in distribution channels specialized in health products and gyms. Marketing strategies should focus on highlighting the product's nutritional benefits and how it differentiates itself from traditional brownies. To achieve this, a marketing mix will be used that includes differentiation strategies such as highlighting the brownie's benefits; product development strategies, which can be highlighted by constantly working to improve its flavor and texture; and last but not least, positioning strategies such as creating a slogan that reinforces the added value you want to convey.
Description
Analizar las estrategias de marketing más adecuadas para lograr el posicionamiento exitoso de los brownies de aguacate en el mercado estadounidense, asegurando su aceptación por parte de los consumidores.
Keywords
food innovation, American market, Added value, innovación alimentaria, mercado Estadounidense, valor agregado