Estrategia de comercio exterior para el logro de la internacionalización del café de la empresa Don Salvador hacia el mercado alemán en el 2024.

Abstract

The research on “Foreign trade strategy for the achievement of the internationalization of the coffee of the company Don Salvador towards the German market in 2024” is considered relevant both at the academic level and as a contribution to the organizational level of the company, being a strategic opportunity to expand internationally, allowing it to strengthen its brand, and segment the chosen market, since this company has high quality raw material such as arabica coffee, For this purpose it was also important to analyze the current situation of the company through an analysis that has allowed identifying the opportunities and challenges, as well as the strengths and weaknesses of the organization. It is worth mentioning that a market analysis was also carried out, in this case Germany, since it is a country recognized for being one of the largest consumers of coffee in Europe, consumer preferences, requirements, regulations, and demands in terms of packaging and labeling of the product were identified; The main objective of the study was to elaborate a foreign trade strategy to achieve the internationalization of Don Salvador's coffee to the German market in 2024. The methods applied were theoretical, highlighting the historical-logical, analytical-synthetic, and inductive-deductive, as for the empirical methods, the main ones were observation, interviews, and as the basis of the research the study of documents, as well as statistical and mathematical methods. The selected strategy was effectively based on the benefits that could be obtained in the case that the organization wants to implement in the future such strategy, likewise all the proposed objectives were fulfilled allowing to obtain a great satisfaction in the investigation, in this way it is concluded that a good strategy of foreign trade can contribute to the internationalization of coffee.