Plan de mejora en Cerescos SAS para internacionalización de marcas

Abstract

The following report is presented as a degree option to obtain the degree as a professional in international business and seeks to explain the improvement plan that was proposed taking into account the experience and trajectory as an intern in the marketing area of ​​the company Cerescos SAS, in the city ​​of Bogota D.C. It should be noted that this company is the manufacturer and marketer of two major Colombian nail polish brands: Admiss and Masglo; where this improvement plan will focus on taking advantage of the opportunities that the Admiss brand has to enter new markets, starting from the countries where the Masglo brand is already present. Therefore, based on a previous study, it is proposed to analyze the entry of the Admiss brand into 4 countries, which are: the United States, Ecuador, Chile and Mexico, taking into account that they are markets where the category of nails has a potential growth and by the consumption characteristics presented by the target audience that the brand wants to target.