Análisis del plan de negocios de internacionalización para la marca Rikko de la empresa Palmiza en mercado de Panamá.

Abstract

The main purpose of this work is to analyze a business plan to internationalize the Rikko brand of canned vegetables of the company Palmiza S.A., in the Panamanian market. First, the growth of the Ecuadorian agroexport sector was identified, due to its climatic variation and the nutrients in the soil, which has had a favorable growth. Next, a study was made on the consumption trends of this product in the potential market and the export percentages in recent years, as well as the state of the trade balance of both countries and bilateral trade, emphasizing the products that have higher volumes of purchase and sale between the two countries. In order to fulfill the main objective of this research, the exploratory method with a qualitative and quantitative approach was used, articles from research magazines, official web pages related to foreign trade were reviewed, as well as commercial files between Ecuador and Panama and export guides of similar products, elaborated by governmental entities. Finally, it was determined that exporting canned vegetables to Panama is viable and profitable, as the population is increasingly demanding this type of product. The product meets the requirements of that market. In addition, Ecuador has several agreements in force and among them is the Agreement on Tariff Preferences of the member countries of the Latin American Integration Association (ALADI).