Análisis de internacionalización del producto café del bosque de la empresa PROGUERCOM CA. con valor agregado al mercado europeo.

Abstract

Internationalization is a process that enables the introduction of a product to new markets, thus favoring business growth, the economic environment and the establishment of relationships. A company can standardize or adapt its product according to the country of destination as an internationalization strategy, it can also export or import a product, make direct foreign investment or combine the latter with exports. Innovation and the creation of added value to a product are key points to compete internationally, even more so when the market where you want to reach presents high levels of competitiveness. Forest Coffee is an orense product that seeks to expand to European markets specifically to Finland, to start this process it was determined to design a value-added alternative as a strategy that allows entry to the Finnish market. In recent years the consumption of coffee has different variants, after water is the second most consumed beverage in the world and the favorite drink of a high percentage of young people. For the fulfillment of the proposed objective, a qualitative research was carried out to determine the proposal to create a cold brew as an alternative of added value, in the same way information was obtained on cultural, socioeconomic, tariff and customs requirements of the country where it is wanted. Enter the new business option.