Resumen

The purpose of the present investigation consisted in the design of an export plan of pulverized organic panela to determine the projection of the product in an international market, the work was carried out with sources of reliable, opportune and updated information, initially the economic situation is analyzed and the national offer of the panela to determine its socioeconomic relevance and the contribution and development of the Colombian regions, through an investigation and comparison of markets the selection of countries is concluded to determine the objective, alternative and contingency market. The United States was consolidated as the target export market, for the purposes of the work were identified its main economic characteristics, consumer behavior, consumption trends and the main factors that determine the demand for the product and the conditions of access that must meet to enter the market, to complement is developed a packaging strategy that allows the conservation and proper handling of the product during transportation and distribution processes, additionally defines the profile and logistics process including services, routes and tariffs that complement the export strategy.