Plan de exportación de cerveza artesanal de banano hacia el mercado francés.

Abstract

This research is developed within the framework of the choice of a practical case for a degree in the complex modality. The purpose of designing a business plan for the export of artisanal banana beer is proposed, a referential function in companies that wish to enter the international market with this product, key points such as identifying strategies to generate competitive advantages. A qualitative approach is used, theoretical methods such as analytical and descriptive from information from secondary sources such as scientific articles, newsletters and websites of institutions related to international trade. In addition, in the development of the project, it was learned that France is a potential client for banana craft beer, due to the fact that in recent years its alcohol consumption has increased, with people between 45-65 years of age, who they habitually consume alcoholic beverages. Finally, it was announced the costs incurred by the exporter so that the product can reach the destination, depending on the incoterm that is chosen, and the promotional tools to use so that the product can reach potential customers.