Plan estratégico para la internacionalización de una empresa exportadora de arándanos al mercado sueco.

Abstract

The work focuses on the development of a strategic action for the internationalization of an entity exporting peanuts to the Swedish market. For the development of this strategic plan, an internal analysis of the company is carried out, in which the mission, vision, values and capabilities of this company are evaluated, with the aim of establishing the strengths and weaknesses that it possesses and that is crucial to meet the challenges that the international market has. Also, an analysis of the external environment is structured using the PESTA methodology, in which the political, economic, social, technological and environmental factors that directly influence Swedish market entry were investigated. This analysis identifies opportunities and threats that could pose a risk to the company during the process of internationalization. This work also includes the direct social factors that influence the consumption of peanuts in the Swedish market, which can be a key point for the company to stand out and differentiate within a highly competitive market. In addition, economic factors that influence the sale and consumption of peanuts are included. On the basis of the analysis structure, the development of improvement proposals is integrated, which involves an action plan that is focused on differentiation, marketing and distribution strategies.