Plan estratégico de internacionalización hacia el mercado de España para mejorar la competitividad de la empresa de calzado Carlo Romelli de Machala en el 2021.

Abstract

The purpose of this research work is to develop a strategic internationalization plan for the Carlo Romelli footwear company, located in the city of Machala. The project is currently contextualized, taking as references conceptual background on competitiveness, business strategies and information on the company under study. The proposed strategic plan was carried out through internal and external analysis of the company, data that served as the basis for the development of the presented matrices, which focus on establishing a better planning of objectives and activities. For the research, a qualitative approach is used, which allows an analysis of the company and the market under study, through the application of theoretical methods such as historical-logical, analytical-synthetic, inductive-deductive, hypothetical-deductive, abstraction- concretion, modeling and systemic. In addition, primary and secondary sources of information will be applied, added to the application of interviews to demonstrate the results obtained. This may determine that competitiveness is a great element to improve the competitiveness of a company and that it can be achieved through the application of strategies, in the case of Carlo Romelli the strategies are focused on the differentiation of the brand, in order to be able to overcome the high competitiveness existing in the target market, highlighting that the company has several strengths, but has shortcomings related to production costs and financial aspects. That is why the application of a strategic internationalization plan will allow the Carlo Romelli footwear company to enter a new foreign market and manage to face the high level of existing competitiveness, and in turn satisfy the needs of its customers.