Plan exportador de Moncaleano Guerrero Hermanos Ltda.

Para lograr el proceso de internacionalización es primordial que se elabore un plan para sustentar su ejecución. Como parte inicial se debe partir de la definición del producto que se quiere exportar teniendo en cuenta su partida arancelaria tanto a nivel nacional como en el estándar internacional. Partiendo de este punto, se comienza por la inteligencia de mercados, en la cual se analizan países, los cuales deberán cumplir ciertos requisitos deseados por parte del empresarios y sus objetivos al momento de hacer un plan exportador; para definir los países a los cuales se quiere llegar es necesario que se tengan aspectos claves y decisorios como lo son la población objetivo, la competencia presente en el país, balanza comercial entre los 2 países, canales de distribución, zonas de acceso, requisitos tributarios , ambientales, sanitarios, etc. con los cuales se tomara la decisión si se opta o no por entrar a ese país. Luego de tener definidos 3 países (objetivo, alterno y contingente), se analizan todos los costos que incurren directa e indirectamente en el producto, para poder definir el precio de venta local y analizar si es competitivo en el mercado nacional. Para iniciar en el proceso internacional es vital que se analicen los precios de la competencia en cada uno de los destinos de exportación y ver que tan rentable puede ser ésta actividad para la empresa. Para poder definir el precio de venta internacional se deben estudiar las diferentes cotizaciones de las SIA’s (sociedad de intermediación aduanera) que son entidades necesarias para la exportación de productos a cualquier destino. Escogiendo la opción que más se acomode a las necesidades de la empresa se define el modo en el cual se quiere hacer llegar el producto a su destino final, claro esta, dependiendo de término de negociación elegido por las partes comerciales y definido mediante los INCOTERMS. Luego, se entra la fase de comercialización internacional, en la cual se definen todas las estrategias para cada una de las 4 P’s de la mezcla de mercadeo (Producto, precio, promoción y plaza) en las que se establecen las pautas de entrada para cada país referente a los aspectos anteriores.

To achieve the internationalization process is important to develop a plan to sustain its performance. As an initial part is so important to define the product to be exported taking into account its custom classification, both, national and international standard. On this point, it begins with the market intelligence, which principal goal is to identify potential countries to export the product, which must meet certain requirements desired by the entrepreneurs and their objectives when they want to make a exporter plan; to define the countries to whom wants to reach is necessary to take key and decision-making aspects such as the target population, competition present in the country, trade balance between the 2 countries, distribution channels, access zones, tax requirements, environmental, health, etc.. later, with that information, the entrepreneurs could decide if they choose to enter or not to that country. Having defined the 3 countries (goal, alternative and contingent), analyzes all costs incurred directly and indirectly on the product, in order to define the sale price and analyze if the chosen product is competitive in the local market and see the possible mistakes of the organization. To start the international process is vital to analyze the prices of competition in each of export destinations and see how it can be profitable for the company. In order to define the international sale price should be studied the different quotes from the Customs Brokerage Companies, entities that are necessary for export to any destination. Choosing the best option suited to the needs of the company, the next step is to define the way we want to put the product to its final destination, of course, depending on the term chosen by the negotiating parts and defined by INCOTERMS. Then, enter the stage of international marketing, in which all strategies are defined for each of the 4 P's of the marketing mix (Product, price, promotion and distribution) which lay down the guidelines to entry for each country concerning the aspects above. v To develop a good exporter plan must be precise with the previous phases, since they are the basis for drawing up the plan itself, which includes a deep examination of the company, making analysis in all its areas, financial analysis with their respective indexes, among other studies required. The plan must include very clearly all financial expenses and investment incurred for it to succeed, as improvements in technology, skills, business trips, etc. The importance for a company as Moncaleano Guerrero Hermanos Ltda. to have a plan exporter is very significant, because not only serves as a basis for starting a export activity, also raised improvement targets, which are vital to achieve international success. In itself, this exporter plan, not only includes the information necessary to start the internationalization of the company, also includes a plan for internal improvement that should be an advantage to face this process in a more competitive way.