Internacionalización del producto crema exfoliante de café a Perú
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Date
2020
Authors
Montes Mercado, Marly
Lopera Hoyos, William David
Advisors
Álvarez Rojas, Vladimir
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Restringido
Abstract
El sector de cosméticos en Perú está liderado por un comercio de marcas reconocidas (Vogue, L'Oreal, P&G...), sin embargo, los cosméticos con ingredientes orgánicos o naturales han constituido un nicho de mercado que ha revolucionado la industria tradicional de cosméticos en estos últimos años. El presente trabajo de grado es una investigación exploratoria de metodología deductiva sobre estrategias de mercado que determinen la viabilidad en la internacionalización del producto exfoliante de café de la marca Kattalei, de acuerdo con la oferta y demanda de productos con ingredientes naturales en el mercado peruano. Para esta empresa es importante el posicionamiento de su marca y producto estrella (crema exfoliante de café) en un contexto internacional, ya que su objetivo es internacionalizar sus productos y tener una alta participación en el mercado de cosmética natural.
The cosmetics industry in Peru is led by a trade of recognized brands (vogue, loreal, P & G ...), however, cosmetics with organic or natural ingredients have constituted a niche market that has revolutionized the traditional cosmetics industry in these last years. This is an exploratory investigation of deductive methodology on market strategies that determine the viability in the internationalization of the Kattalei brand coffee scrub cream product, according to the supply and demand of products with natural ingredients in the Peruvian market. For this company to position its brand and its product coffee scrub cream in an international context, since its objective is to internationalize its products having a high market share in the natural cosmetics industry.
The cosmetics industry in Peru is led by a trade of recognized brands (vogue, loreal, P & G ...), however, cosmetics with organic or natural ingredients have constituted a niche market that has revolutionized the traditional cosmetics industry in these last years. This is an exploratory investigation of deductive methodology on market strategies that determine the viability in the internationalization of the Kattalei brand coffee scrub cream product, according to the supply and demand of products with natural ingredients in the Peruvian market. For this company to position its brand and its product coffee scrub cream in an international context, since its objective is to internationalize its products having a high market share in the natural cosmetics industry.
Description
Realizar estrategias de mercado que determine la viabilidad en la internacionalización del producto exfoliante de café de la marca Kattalei, de acuerdo con la oferta y demanda de productos naturales en el mercado peruano.
Keywords
Internacionalización, Exportación, Productos naturales, Posicionamiento, Cosmética natural, Internationalization, Natural products, Natural cosmetics