Proyecto de investigación de mercado para la exportación en empresa de artesanías en madera

Abstract

Merarte is a company dedicated to the manufacture and marketing of a wide variety of articles in wood. Currently the company requires expanding its market niche and envisioned an opportunity for this in the export of its products. Therefore, a study was carried out in which the feasibility of the company's incursion in the international market was evaluated, with which ten potential countries were obtained, five of them were selected taking into account various economic, political, and social criteria., geographic and cultural in order to identify opportunities for export. Through continuous support to the company and visits to different entities such as the DIAN, Chamber of Commerce of Duitama, Corpoboyacá, Pro Colombia and Artesanías de Colombia, the legal requirements for the export of wooden articles were identified and the implementation of mechanisms that allowed satisfy these requirements gradually. An internal analysis was carried out to identify the company's response capacity. The main strengths and added value of its products were identified, while mechanisms were sought to face the weaknesses found. Likewise, an external analysis was carried out where the main opportunities in the market were characterized, the most outstanding national and foreign competitors, their characteristics and those of their products. In this way, it was possible to design an action plan focused on aspects of product, price, place and promotion, as well as logistics and international physical distribution (DFI). Additionally, the construction of a business model with clients, allies and strategic suppliers was contemplated, and the proposal of different tactics that allow the successful incursion of the company in the international market.