Plan de comercialización de la empresa Expopan S.A para exportar hacia Uruguay considerando normativas de etiquetado, empaque y embalaje.

Abstract

This research is based on the study of the commercialization of chocolates of the company EXPOPAN SA in the Uruguayan market, for this the main objective is to establish a commercialization plan for the export of chocolates and confectionery based on the current national and international regulations on: labeling, packing and packaging, for its positioning and acceptance in the international market. In order to achieve this objective, the basic concepts covered by marketing, labeling, packaging and packaging have been analyzed, thus building the conceptual framework. In addition, the development of the case is presented, the packaging of a flat-bottom plastic bag and the packaging of a cardboard with grids, with its respective labeling, taking into account the habitual consumption of consumers in the Uruguayan market. The work proposes a differentiation strategy that has to do with the previous elements; but; where it is mostly reflected is in the labeling of the packaging, which is governed by the established regulations, both in Ecuador and Uruguay, the case of differentiation being the black octagons instead of the traffic light, although both project the level of fat, salt and sugar. For the development of the research, it was carried out based on the analytical-synthetic and inductive-deductive method, due to the comparisons of export and import cases from both countries, in addition to being said methods for the conceptualization of the research; thus obtaining the correct packaging, packaging and labeling result to be able to position the CHOKKI brand in the Uruguayan market.