Diseño de un plan de exportación para la empresa Representaciones ANKAL SAS para el crecimiento del negocio

Abstract

This project addresses the need for Representations ANKAL SAS to improve its commercial strategy due to market saturation in Colombia's chocolate bar sector and the negative impact on sales of imported products caused by currency devaluation and dollar fluctuation. These factors have adversely affected the company's profits. In this context, the primary objective is to design a comprehensive export plan for SANCAO brand chocolates, produced by Representations ANKAL SAS, targeting the Latin American country with the highest potential identified through a market study. The development of this plan was based on the best practices in project management as outlined in the PMBOK 6th edition, which facilitated better organization in the design of the export plan, serving as a guide for successful market penetration in Latin America. The discussion of results highlights the importance of an export strategy for the company's growth and commercial stability. Moreover, the focus on soft skills from the PMBOK 7th edition was crucial in the design and execution of the plan. The 7th edition emphasizes the importance of effective communication, leadership, collaboration, and adaptability, essential skills for handling international market challenges and building strong relationships with partners and clients abroad. These soft skills were fundamental in aligning the team with project objectives and ensuring the successful implementation of the export plan.