Resumen

The food sector, particularly traditional products such as suckling pig, is part of national strategies as a source of income and a driver of tourism. This product is widely known and consumed by tourists who seek to know part of the local culture. The purpose of this study is to make an internationalization proposal for the suckling pig from Tolima produced by Agrocol S.A.S. For this purpose, an internal analysis is made and a selection of markets is made based on the following variables: imports, exports, apparent consumption, tariff rates, trade agreements, distance, language, number of residents in the country, culture, GDP per capita, doing business index, non-tariff barriers, logistics performance index (LPI), corruption perception index (CPI) and perspectives of the sector. A weighting and rating process is carried out, resulting in Canada as the highest rated destination country. As an internationalization proposal, expansion through exports to this country is proposed. For the marketing proposal, it is viable to prioritize expansion to provinces where there is a greater number of Colombian residents, in this case Ontario and Quebec, due to the characteristics of tradition and consumer recognition of the suckling pig from Tolima. This section is an approximation to the development of marketing proposals, since it would be necessary to make an in situ analysis of the target market and, if possible, hold meetings with potential importers before developing definitive marketing proposals.