Exportar a México arepas de maíz amarillo extra delgadas
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Date
2021-11-23
Authors
Betancur González, Carolina
Jaramillo Vergara, María Fernanda
Advisors
Álvarez Rojas, Vladimir
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Open Access
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Abstract
El presente trabajo tiene como objetivo generar estrategias de producto, precio, plaza y promoción para la penetración de arepas de maíz amarillo extra delgadas del mercado Mexicano, con una estructura metodológica basada en la investigación por medio de bases de datos existentes e información publicada en diferentes páginas webs, recolectando información pertinente para el desarrollo del mismo. En la primera etapa del trabajo se recolecto la información y se empezó a dar forma al cuerpo del trabajo, enfocados en la problemática principal que esta basada en la falta de conocimiento de estrategias para la penetración y permanencia de las arepas de maíz amarillo extra delgadas en el mercado Mexicano, tomando como referentes las costumbres del consumidor final, la experiencia de la competencia dentro del mercado de las arepas y analizando los requisitos para el ingreso de la mercancía al país. En la segunda etapa se identificaron cuales serían las mejores estrategias para la penetración de las arepas de maíz amarillo extra delgadas, además de la creación del plan exportador, teniendo en cuenta la segmentación del mercado al que se va a llegar, los lugares donde se va a distribuir el producto y el canal de distribución mas indicado para ser más eficientes, cumpliendo con todos los estándares del producto al consumidor final. Por último, se dan las acciones, estrategias y presupuestos a seguir para la correcta penetración y permanecía del producto en el país, llegando a la conclusión que el mercado de arepas de maíz amarillo extra delgado es un producto que podría contar con una buena aceptación entre los consumidores, dado a que las características son similares a la tortilla tradicional del país, y que además México se ha convertido en un mercado potencial para los productores Colombianos.
The present work aims to generate product, price, place and promotion strategies for the penetration of extra-thin yellow corn arepas in the Mexican market, with a methodological structure based on research through existing databases and information published in different web pages, collecting pertinent information for its development. In the first stage of the work, the information was collected and the body of the work began to be shaped, focused on the main problem that is based on the lack of knowledge of strategies for the penetration and permanence of the extra-thin yellow corn arepas in the Mexican market, taking as a reference the customs of the final consumer, the experience of the competition within the arepas market and analyzing the requirements for the entry of the merchandise into the country. In the second stage, the best strategies for the penetration of the extra thin yellow corn arepas were identified, in addition to the creation of the export plan, taking into account the segmentation of the market to be reached, the places where it is going to distribute the product and the most indicated distribution channel to be more efficient, complying with all the standards of the product to the final consumer. Finally, the actions, strategies and budgets to follow for the correct penetration and the permanence of the product in the country are given, reaching the conclusion that the market for extra-thin yellow corn arepas is a product that could have a good acceptance among consumers, given that the characteristics are similar to the country's traditional tortilla, and that Mexico has also become a potential market for Colombian producers.
The present work aims to generate product, price, place and promotion strategies for the penetration of extra-thin yellow corn arepas in the Mexican market, with a methodological structure based on research through existing databases and information published in different web pages, collecting pertinent information for its development. In the first stage of the work, the information was collected and the body of the work began to be shaped, focused on the main problem that is based on the lack of knowledge of strategies for the penetration and permanence of the extra-thin yellow corn arepas in the Mexican market, taking as a reference the customs of the final consumer, the experience of the competition within the arepas market and analyzing the requirements for the entry of the merchandise into the country. In the second stage, the best strategies for the penetration of the extra thin yellow corn arepas were identified, in addition to the creation of the export plan, taking into account the segmentation of the market to be reached, the places where it is going to distribute the product and the most indicated distribution channel to be more efficient, complying with all the standards of the product to the final consumer. Finally, the actions, strategies and budgets to follow for the correct penetration and the permanence of the product in the country are given, reaching the conclusion that the market for extra-thin yellow corn arepas is a product that could have a good acceptance among consumers, given that the characteristics are similar to the country's traditional tortilla, and that Mexico has also become a potential market for Colombian producers.
Description
Generar estrategias de producto, precio, plaza y promoción para la penetración de arepas de maíz amarillo extra delgadas del mercado Mexicano.
Keywords
Estrategias precio, Plaza promoción y producto, Arepas de maíz amarillo extra delgadas, Exportar a México, Base de datos, Inteligencia de mercado, Matrices, Price, Place, Arrays