Plan de Internacionalización Empresaria para la empresa “Destilería Alto Valle S.A.S”

Abstract

This Final Grade Work aims to analyze the feasibility and development of a business internationalization project for the company "Destilería Alto Valle SAS", it is located in Allen city, province of Río Negro, Argentina. The product selected for the export plan is pear gin,marketed under the “Domenica” brand. The pears used to make it are organic and have international certifications.In the first instance, the company was evaluated in order to know its history, mission,vision and corporate objectives.Later on, from an exploratory market research, with the aim of knowing the international context, main buyers and suppliers, consumers, development in recent years and other analyzes that are in the development of the work, ten promising markets, characterized by being demanding and importing of the products under study, were pre-selected. For the selection of the most viable market, an attractiveness matrix composed of seventeen quantitative variables was applied, evaluating different environments relevant to the market entry, and from that evaluation Chike was the most attractive country for the company. The geographical segment that has been decided to enter is Santiago Chile, the country’s capital located in the Santiago Metropolitan Region.After the selection of the target market, an analysis has been made through secondary sources of the country and especially the market (4P analysis), where all the necessary information and tools are obtained to then develop the entry strategy an the operational plan taking into account the economic-financial impact of each decision, the calculation of the export price, the definition of product, promotion and distribution strategies. In addition, a five year financial projection was made through the cash flow, the calculation of the net present value, the internal rate of return and the investment payback period, considering that the company decides to enter the target market in the year 2023.Finally, the critical factors that could affect the realization of the project were examined,for which reason, it is necessary to concentrate on them to move towards success.Even though the work done has an academic rigor, the sources consulted are entirely reliable and everything presented is based on reality.