Plan exportador cosmético natural
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Date
2023-05-26
Authors
Montoya Rico, Andrea Valentina
Espinosa Hernández, Melissa
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 de grado se centrara en la elaboración de un plan de exportación y estrategias de mercadeo para un cosmético natural, para comenzar, en las estrategias de mercadeo se investigara la problemática que han tenido las pymes durante años, de esta forma se lograra evidenciar que hay pymes que no avanzan en este mercado de cosméticos naturales y por esto no han podido alcanzar a sus grandes competidores, de la misma forma se mostrara evidencia de la elaboración de un plan de mercadeo basado en las necesidades del consumidor y en los retos que tiene este mercado. Así mismo, se dará a conocer todo el proceso de un plan de exportación, es decir, cual es la ruta más viable y que incoterms son ideales para este tipo te producto. Cabe destacar, que este proyecto busca conocer cómo se comportaría el mercado de la cosmética en Panamá, con un nuevo mercado artesanal, el cual ha tenido un crecimiento acelerado en los últimos años logrando comercializarse y posicionarse en grandes ciudades,tratando de dejar atrás cada vez más a la cosmética convencional.
The present work will focus on the elaboration of an export plan and marketing strategies for a natural cosmetic. To begin with the marketing strategies, the problems that SMEs have had for years will be investigated, in this way, it will be possible to show that there are SMEs that do not advance in this natural cosmetics market and for this reason, they have not been able to reach their large competitors. In the same way, evidence of the preparation of a marketing plan based on the needs of the consumer and the challenges that this market has will be shown. Likewise, the entire process of an export plan will be announced, which would be the most viable route and which incoterms are ideal for this type of product. It should be noted that this project seeks to know how the cosmetics market in Panama would behave, in a new artisan market, which has had accelerated growth in recent years, managing to market and position itself in large cities, trying to leave behind each time more to conventional cosmetics
The present work will focus on the elaboration of an export plan and marketing strategies for a natural cosmetic. To begin with the marketing strategies, the problems that SMEs have had for years will be investigated, in this way, it will be possible to show that there are SMEs that do not advance in this natural cosmetics market and for this reason, they have not been able to reach their large competitors. In the same way, evidence of the preparation of a marketing plan based on the needs of the consumer and the challenges that this market has will be shown. Likewise, the entire process of an export plan will be announced, which would be the most viable route and which incoterms are ideal for this type of product. It should be noted that this project seeks to know how the cosmetics market in Panama would behave, in a new artisan market, which has had accelerated growth in recent years, managing to market and position itself in large cities, trying to leave behind each time more to conventional cosmetics
Description
Realizar una investigación que determine cual ha sido el fallo de las pymes del sector de cosmetología natural en Medellín al momento de intentar posicionar su marca en el mercado actual y con esto poder tener un posicionamiento ventajoso en el mercado de Panamá al momento de realizar la exportación de productos naturales.
Keywords
Cosmética natural, Mercadeo, Exportación, Cosmética tradicional, Innovación, Marketing, Innovation, Export