Plan de comercialización de la empresa "Licoreza" para exportar hacia Chile cumpliendo la normativa de etiquetado, empaque y embalaje.

Abstract

This project is based on the study of the commercialization of alcoholic beverages in the Chilean market, for this purpose it has been proposed as a general objective to specify the process of commercialization of Ecuadorian alcoholic beverages towards the Chilean market, through the study of labeling regulations, packaging of product, for market acceptance. The specific objectives are: Specify the labeling, packaging regulations that the product must meet for export to the Chilean market; and, establish the appropriate marketing and positioning strategy for the Chilean market. The methodology applied is that of a case study, with a qualitative approach, by means of which the application of the current Ecuadorian and Chilean regulations for product labeling has been obtained, as well as the application of adequate packaging to the transport of the product, but that, in addition, fulfills the function of presenting the product in an attractive way, generating the product differentiation strategy, with which it seeks to obtain competitiveness and acceptance in the Chilean market.