Plan de marketing internacional para el ingreso del grupo Arcor al mercado de Panamá con una oficina comercial.

Abstract

The Arcor Group is an important group in South America, originally from Argentina, which has a large number of factories and commercial offices in several countries around the world. As the years go by, the international markets become more and more competitive, which forces companies to be in constant development and to search for markets in which they can compete more strongly. The international marketing is a key tool to carry out the internationalization of a product since the objective is not only to sell once but to get established as to mark and to gain the greater quota in the market that is looked for to enter. In the process of internationalization, companies have several barriers to cross, so having an international marketing plan brings many advantages and facilitates the process since it has the necessary guidelines to obtain the best results. The first part of the plan is to make an internal and external diagnosis of the company to know how it is currently, The second part answers the question of where we want to get here and analyzes the possible markets. The third part answers the question of how we are going to get there; there are several ways to enter the market.