Metodología para la Selección de Mercados InternacionalesUn Análisis de Caso para la Exportación de Bebidas Carbonatadas

  1. Baena Rojas, Jose Jaime 1
  2. Rojas, Jose Alejandro 2
  3. Campo, Emiro Antonio 3
  1. 1 Institución Universitaria CEIPA
  2. 2 Universidad de Medellín
    info

    Universidad de Medellín

    Medellín, Colombia

    ROR https://ror.org/030kw0b65

  3. 3 ESACS– Escuela Superior en Administración de Cadena de Suministro
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Revista:
Dirección y organización: Revista de dirección, organización y administración de empresas

ISSN: 1132-175X

Año de publicación: 2018

Número: 66

Páginas: 5-16

Tipo: Artículo

DOI: 10.37610/DYO.V0I66.532 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Dirección y organización: Revista de dirección, organización y administración de empresas

Resumen

This article aims to provide a quantitative methodology for easy implementation and understanding in SMEs in order to support the international market selection. The proposed methodology includes 11 variables grouped into 4 factors related to cost, logistics, trade barriers, and culture. The variables of the methodology are product price, international transport costs, importation costs per container, logistics performance index, transit time, tariffs, protectionism, economic freedom index, ease of doing business, corruption perception index, and cultural distance. The methodology has a quantitative approach based on a hierarchical weighting process, where the variables are weighted to compute the values of the factors, and then the factors are weighted to obtain a final score for each potential market. In order to validate the results of the methodology, we performed a sensitivity analysis, changing the weights assigned to the variables and factors, thus identifying the lower and upper limits of the variables and factors between which the solution is valid (robustness of the solution). Due to the ease of use and flexibility of the market selection method, it is implemented in an Excel spreadsheet, facilitating its implementation at low cost by SMEs. Therefore, the values of the variables are normalized to facilitate their operation in the weighting process. In order to validate the proposed methodology, we study the international market selection for soft drinks from Colombia based on 8 pre-selected markets, finding that the United Kingdom is the most appropriate market according to the weights assigned to the variables and factors, and according to the sensitivity analysis performed. We concluded that the proposed methodology for the international market selection reduces the uncertainty in the decision-making process, providing a systematic and structured method for SMEs, supported by reliable and high-quality information. Keywords: international market selection, SMEs, internationalization, exports, decision-making.

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