Plan estratégico de exportación del Chocolate de Taza “El Ambateño” a países de la Comunidad Andina de Naciones (CAN).

Abstract

Every year, companies around the world prepare strategically for their financial, administrative, productive, and commercial operations. Their boards typically execute a strategic plan to understand what tools or weapons they have to face a potentially complex and challenging year. Precisely, one of the strategic actions a company pursues is internationalization. This strategy is implemented when the company has detected that any of its products is at the peak stage of its life cycle. This stage is maturity, and it is here that the product becomes a cash cow for the company, as it is the element that financially sustains the industry. Similarly, the internationalization strategy is implemented when the product category becomes highly competitive, where a price war exists, and the product's shelves are covered by multiple brands. In fact, in the Ecuadorian market, there are categories of hot chocolates within both modern and traditional supermarkets where the phenomenon of price wars and a high level of competitiveness are clearly evident. Manufacturers of this product must practically juggle to produce artisanal chocolate that is both highly priced and of optimal quality. Currently, INPHEC Agroindustrial SAS markets El Ambateño Hot Chocolate in supermarket chains nationwide; however, its production capacity is underutilized. For this reason, the family business, through its board of directors, has decided to internationalize its El Ambateño Cup Chocolate product to markets within the Andean Community of Nations (CAN) trading bloc. This agreement, which includes a zero-tariff Regional Trade Agreement between member partners, analyzes the company's external variables that impact each country's trade flow, analyzes the company's competitiveness with a focus on cup chocolate, and analyzes the company's strategic allies in each country. Strategic actions to be implemented, containerized cargo distribution, and performs a financial analysis of the project's profitability.