Investigación de mercados internacionales: estudio de caso de dulce de banano en Sudáfrica.

Abstract

The present research work aims to investigate the existing needs in the country South Africa to determine the entry of a new presentation of a sweet banana product in the market. The work has an introduction where the problem of entry of banana derivatives to South Africa is exposed, the importance of developing the project, the approach of the hypothesis and the objective of the work that is to establish the international marketing strategies for the entry of the product. A theoretical framework with more important research topics is exposed. In the development of the project and for the decision of the strategies, an exploratory market research methodology was applied with a statistic based on analysis of secondary information, where the comparison of the culture focused on the cultural dimensions of the Hofstede model was made, in addition the political, economic, social, technological, ecological and legal indicators of South Africa were studied. With the statistical results and analysis Hofstede and PESTEL, the marketing strategies for the international market were determined. Once the proposal was developed, the hypotheses raised to identify the dimensions of South Africa, apply PESTEL methodology and finalize the international marketing strategies for the entry of banana candy in South Africa were fulfilled. The proposal concluded that the study is feasible to bring the banana candy derivative into the South African market.