Estrategia de marketing para la introducción de la exportadora BANANFRUIT S.A. dentro del mercado en EEUU.

Abstract

This case study addresses marketing strategies with the aim of introducing the company Bananfruit S.A. to the United States market. The research was developed with a non-experimental design, descriptive scope and a qualitative and quantitative approach, likewise, the information used for the construction of this research is from secondary sources, obtained from scientific research, degree theses and articles of magazines. On the other hand, the type of sampling of this case study is of a simple random type, in which the questionnaire and interview tool is used to collect the necessary information. Among the relevant findings of the investigation, it was obtained that the United States is the largest market and the one that consumes the most in the world, this is how it becomes a clear objective for companies and by exporting bananas, great satisfaction can be achieved. This is where digital marketing intervenes, the same as through the set of strategies aimed at promoting the brand or product; through the different digital channels, it creates the opportunity to enter this market. In this context and to finish, a marketing mix proposal is proposed, the same as the company Bananfruit S.A. is in the power to adapt or adopt it according to its needs and objectives, to enter the US market.