Proyecto de internacionalización para la exportación de snacks de malanga al mercado de Estados Unidos

Abstract

The purpose of this research work is to design an export plan for malanga snacks to the New York-United States market in 2022. As part of the work methodology, the qualitative and documentary method was to used, where interviews were made between five people, two snack exporters, and an official from a public institution and a malanga producer, in order to know the barriers, profit margin, production seasonality and possible internationalization strategies. As part of the results, it was to shown that the US is a large market, where there is a high demand for snack products, especially if they are natural and healthy. Among the main barriers to market access, it was to identified that certifications and corporate image are fundamental and that to enter the market it is necessary to access programs where the brand can be displayed. Finally, the IRR is positive with a return of 38.13%. Key Words: EXPORT, MALANGA, SEASONALITY, DEMAND, PRODUCT, BARRIERS.