Exportación de postres y dulces marca Yokky a través de una estrategia de posicionamiento y consolidación en el mercado colombiano.

Abstract

OVERVIEW Despite the pandemic that is affecting the world, international trade does not stop, people continue to buy and more if they are food, in this case what is sought is to position Ecuadorian sweets and desserts in the Colombian market, so this research was carried out with the aim of demonstrating that with an efficient marketing strategy , having a correct marketing plan, with truthful information, that allows decisions based on real situations and behaviors of the Colombian consumer, based on their tastes and preferences, you can reach a timely positioning and consolidation of the brand, achieving a great commercial opportunity, managing to be competitive. The deductive method will be used to analyze general principles discovered on the market, the results of the investigation will be related and applied to particular cases of local production with an export perspective. It is concluded that with a good marketing strategy, business can be done with Colombian companies, further agreeing that there should be a greater incentive on the part of the Government for entrepreneurs to invest and export various quantities of products to the various parts of the world.