Resumen

Design of the internationalization plan of the company Comestibles Rica Torta LTDA. In order to be clear to the company the process of the transition towards internationalization. Through a micro-economic and macro-economic diagnosis of the company to determine the capacity when entering the international markets. To do this, a SWOT matrix had to be implemented in order to identify the strengths and weaknesses of the company. In turn, a matrix of 5 countries with a high consumption of the products of the bakery sector. Which were the United States, Chile, Cuba, Panama and Peru. Chosen to elaborate the selection matrix and by means of some variables, the 3 countries could be identified. As a target country, Chile was positioned, potential country Peru and contingency country United States. On the other hand, the “Achira” was chosen as a product to be exported with INCOMTERM FBO. For this, some changes in the size and packaging of the product had to be taken into account. Distribution and promotion strategies were generated to enter the Chilean market. Identification and investigation of the competition as the objective of exporting a product, which is the Achira with all the attractions that allow to get the company Comestibles Rica Torta LTDA a good acceptance by international consumers.