Internacionalización de la asociación cafetalera Aprocel para el posicionamiento de su producto en el mercado europeo – Italia.

Abstract

The present investigative work consists of determining the process that the coffee association APROCEL should follow to position its product in the Italian market, so that, in order to fulfill the objective of internationalization, it was indispensable to elaborate an international marketing plan, in which it stands out within it, the international logistics chain, because it allows to measure and control each stage or production process, resulting in an integral logistics chain, which starts from the procurement of raw materials in time and expected quality, until its respective export or distribution abroad. Therefore it was also important to know the countries that consume most coffee per capita in the world, especially those belonging to the European Union, in the case of Italy, which is one of the countries that consume and import the most coffee.