Plan de mejora para la Empresa Fuller Pinto S.A

Abstract

The purpose of this thesis is to design and implement a strategic international marketing plan for Fuller Pinto S.A., aiming to strengthen its position in the Caribbean, Central American, and United States markets, retain current customers, and boost the acquisition of new distributors. This is an action-research study that combines diagnostic analysis with practical intervention to solve problems identified in the company's international marketing structure and processes. The method used includes both reflection and analysis of quantitative and qualitative information through an internal and external diagnosis, identification of strategic gaps, formulation of improvement proposals based on cultural segmentation and regulatory adaptation, and the establishment of indicators to monitor the impact of the implemented actions. In addition, the SWOT matrix was used to assess strengths, opportunities, weaknesses, and threats affecting Fuller Pinto's international competitiveness. The results show that the company has critical weaknesses, such as the absence of market-specific functions, low digitalization, and a lack of adequate product localization, which limit its growth and visibility in international markets. The implementation of the plan facilitated investment improvements, as well as the segmentation of promotional campaigns, motivating the sales team through incentives, and optimizing collaboration with strategic partners. In conclusion, the project provides a comprehensive proposal that allows the company to adapt to the cultural demands of its target markets, generating sustainable competitive advantages and future growth scenarios.