Plan de Internacionalización para la Fábrica de Licores del Tolima
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The business internationalization is a process through a company projects its efforts to a foreign market where doesn’t have presence. This activity is realized due to the globalization level nowadays, generating a dynamized economy and covering the unsatisfied needs of humans. It’s important to notice that the companies internationalization bring with it a large amount of benefits that tends to increase the competitive advantage of an organization. The process of internationalization is conformed by four phases: internationalization potential diagnosis of the company, search of the target market along with the strategy and the pertinent entry mode for this one, then structure a marketing proposal of the product according to the normativity and culture of the target market, due to ease the product access to the objective market and finally the implementation of the previous phases to begin the process. Within this document is done a study for the Fábrica de Licores del Tolima, an industrial and commercial state company with the aim to create an internationalization plan for the company and its product Aguardiente Tapa Roja.