Resumen

The present internationalization plan aimed at the company Fajas Madelca was carried out in four phases, first defining the Where are we?, indicating how the company is currently, what it has and what it lacks; Where do we want to reach, investigating the possible markets that the company wants to penetrate, the forms, requirements and facilities to do so, selecting through a matrix and research the target country, the potential and contingency resulting in the United States, Spain and Mexico respectively; including, in a complementary manner, its main direct competitors; consequently, the "Marketing proposal for the target market". Within the proposal are determined 4p´s: promotion, advertising, product and distribution, ending with an "Action Plan for the target market" relevant for the company taking into account internal and external aspects of it, being consistent with the legality of the target country and proposing the appropriate logistics to penetrate the U.S. market. (Rodríguez, 2017).