Analysis and Evaluation of International Natural Honey Markets

Análisis y evaluación de mercados internacionales de la miel natural

Main Article Content

Abstract

The research aims to classify the countries to guide the internationalization of natural honey producers in Colombia by applying the matrix of attractiveness and competitiveness, since the current market demands from companies actions that generate competitive advantages to face the growing international competition and seize its opportunities. The matrix of attractiveness and competitiveness, explained here, guides the decision about where and how to enter international markets, for this, the Boston Consulting Group (BCG) matrix was adapted in its original axes by per capita consumption and market growth to locate the target countries in quadrants according to the life cycle of the product (introduction, growth, maturity and obsolescence) or with axes of per capita consumption and apparent price to locate competitive strategies (leadership in costs, differentiation and focus), facilitating the design of international marketing plans. The research shows that France is positioned as the market with the greatest potential to be approached with the possibility of national producers to offer value propositions based on differentiation and focus.

Keywords:

Downloads

Download data is not yet available.

Article Details

Author Biographies (SEE)

Hermes Castro Fajardo, Universidad de Boyacá

Nacido en San Pablo de Borbur - Boyacá

Lina María Otálora Gómez, Universidad de Boyacá

Magíster en Psicología Organizacional y magíster en Neuromarketing. Universidad de Boyacá.   

Fernando Chavarro Miranda, Universidad de Boyacá

Magíster en Economía, Ph. D. en Administración Estratégica. Universidad de Boyacá.

References (SEE)

Aguilera, R. V., Crespí-Cladera, R., Infantes, P. M., & Pascual-Fuster, B. (2020). Business Groups and Internationalization: Effective Identification and Future Agenda. Journal of World Business, 55(4). https://doi.org/10.1016/j.jwb.2019.101050 DOI: https://doi.org/10.1016/j.jwb.2019.101050

Banco Mundial. (2021, mayo). Crecimiento de la población. Banco Mundial Datos. https://datos.bancomundial.org/indicador/SP.POP.GROW

Bednarek, M., & Parkes, A. (2021). Legacy of Fordism and Product Life Cycle Management in the Modern Economy. Management and Production Engineering Review, 12(1), 61-71. https://doi.org/10.24425/mper.2021.136872

Belniak, M. (2015). Factors Stimulating Internationalisation of Firms: An Attempted Holistic Synthesis. Entrepreneurial Business and Economics Review, 3(2), 125-140. https://doi.org/10.15678/EBER.2015.030209 DOI: https://doi.org/10.15678/EBER.2015.030209

Best, R. (2007). Marketing estratégico. Pearson Educación.

Borocki, J., Radišić, M., Sroka, W., Greblikaite, J., & Androniceanu, A. (2019). Methodology for Strategic Posture Determination of SMEs. Inzinerine Ekonomika, Engineering Economics, 30(3), 265-277. https://doi.org/10.5755/j01.ee.30.3.219 DOI: https://doi.org/10.5755/j01.ee.30.3.21966

Braga, V., Correia, A., Braga, A., & Lemos, S. (2017). Los procesos de innovación e internacionalización de las empresas familiares. Revista de Estrategia y Negocios Internacionales, 27(2), 231-247. https://doi.org/10.1108/RIBS-01-2017-0005 DOI: https://doi.org/10.1108/RIBS-01-2017-0005

Castro, H. (2018a). Proyectos de inversión 1, 2, 3: de la teoría a la práctica. Autoreditores.

Castro, H. (2018b). Método simplificado para calcular la demanda. Rdigitales UPTC. http://rdigitales.uptc.edu.co/memorias/index.php/admin_chi/admin_chi/paper/view/3095

Castro, H. & Callejas, N. (2021). Productividad y competitividad de la apicultura en América Latina. En N. Callejas (ed.), Boyacá social y productiva (pp. 11-44). Ediciones USTA. Repository USTA. https://repository.usta.edu.co/handle/11634/38475

Centro de Comercio Internacional. (2022). Lista de mercados importadores de un producto exportado por Colombia. Producto: 040900 Miel natural. Trade Map. https://www.trademap.org/Country_SelProductCountry_TS.aspx?nvpm=1%7c170%7c%7c%7c%7c040900%7c%7c%7c6%7c1%7c1%7c2%7c2%7c1%7c2%7c1%7c%7c1

Cerviño, J. (2014). Marketing internacional, nuevas perspectivas para un mercado globalizado. Ediciones Pirámide.

Colombiatrade. (2021). Incoterms 2020. Procolombia. https://www.colombiatrade.com.co/herramientas-del-exportador/logistica/incoterms-2020

Cue, A. (2014). Economía internacional. Grupo Editorial Patria.

Data Commons. (2019). París. https://datacommons.org/ranking/Count_Person/City/nuts/FR10?h=nuts%2FFR101&hl=es

De Beule, F., & Sels, A. (2016). Do Innovative Emerging Market Cross-Border Acquirers Create More Shareholder Value? Evidence from India. International Business Review, 25(2), 604-617. https://doi.org/10.1016/j.ibusrev.2015.09.008 DOI: https://doi.org/10.1016/j.ibusrev.2015.09.008

Djastuti, I., Rahardjo, S. T., Perdhana, M. S., Daryono, & Supriyati, S. (2020). Internationalization Model for Increasing the Competitiveness of Local Creative Industries in Asean Economy Community. Quality Access to Success, 21(175), 31-39.

Estañol, P. (2016, 26 de jul.). Gran París, un proyecto de alta magnitud. RFI. https://www.rfi.fr/es/francia/20160726-gran-paris-un-proyecto-de-alta-magnitud

FAO. (2020). Productos de la colmena. http://www.fao.org/3/ca8049es/CA8049ES.pdf

FAO. (2021, mayo). Cultivos y productos de ganadería. Faostat. http://www.fao.org/faostat/es/#data/TP

Feria Online. (sf). Comercio exterior. Educaguía. http://www.educaguia.com/apuntesde/comercio/marketinginternacional.pdf

Fhrizz, J., & Fajardo, L. (2021). The Product Life Cycle of Milk Tea: An Assessment. Interdisciplinary Journal of Applied and Basic Subjects, 1(2), 76-87.

Franco, J., Sierra, N., & Rodríguez, D. (2011). Estudio de prefactibilidad para comercializar miel de abeja en el mercado español. Repositorio Esumer. https://repositorio.esumer.edu.co/handle/esumer/1609

Fryer, T. (2017-2018). Design to Last. Engineering & Technology, 12(11/12), 44-46. DOI: https://doi.org/10.1049/et.2017.1104

Gersch, I. (2018). Traces of Foreign Retailers–Local Knowledge-Spillovers and Strategy Adaption Within Retail Internationalization. International Review of Retail, Distribution and Consumer Research, 28(5), 455-471. https://doi.org/10.1080/09593969.2018.1525756 DOI: https://doi.org/10.1080/09593969.2018.1525756

Gubbi, S. R., & Elango, B. (2016). Resource Deepening vs. Resource Extension: Impact On Asset-Seeking Acquisition Performance. Management International Review, 56(3), 353-384. https://doi.org/10.1007/s11575-016-0282-y. DOI: https://doi.org/10.1007/s11575-016-0282-y

Guță, A. J. (2017). The Analysis of Strategic Alternatives Using BCG Matrix in a Company. Quality, Access to Success, 18, 358-361.

Hellriegel, D., Jackson, S., & Scolum, J. (2002). Administración, un enfoque basado en competencias. Thomson Learning.

Hill, C. W. (2011). Negocios internacionales: competencia en el mercado global. McGraw Hill.

Johanson, J.& Vahlne, J.E. (2009). El modelo del proceso de internacionalización de Uppsala revisado: de la responsabilidad por la extranjería a la responsabilidad por la extranjería. J Int Bus Stud 40, 1411-1431. https://doi.org/10.1057/jibs.2009.24

Kotler, P. & Armstrong, G. (2008). Fudamentos de marketing. Pearson.

Lam, C., Ho, G. K., & Law, R. (2015). How Can Asian Hotel Companies Remain Internationally Competitive? International Journal of Contemporary Hospitality Management, 27(5), 827-852. https://doi.org/10.1108/IJCHM-05-2013-0226 DOI: https://doi.org/10.1108/IJCHM-05-2013-0226

Laverde, J., Egea, L., Rodríguez, D. & Peña, J. (2010). Agenda prospectiva de investigación y desarrollo tecnológico para la cadena productiva de las abejas y la apicultura en Colombia con énfasis en miel de abejas. Minagricultura.

MADR. (2011). Plan estratégico de acción 2011-2015. Minagricultura.

MADR. (2015, 22 de dic.). Cadena productiva de las abejas y la apicultura. En Encuentro de Secretarios Técnicos. Minagricultura. https://sioc.minagricultura.gov.co/Apicola/Documentos/002%20-%20Cifras%20Sectoriales/002%20-%20Cifras%20Sectoriales%20%E2%80%93%202015%20Diciembre.pdf

Madsen, D. O. (2017). Not Dead Yet: The Rise, Fall and Persistence of the BCG Matrix. Problems and Perspectives in Management, 15(1), 19-34. https://doi.org/10.21511/ppm.15(1).2017.02 DOI: https://doi.org/10.21511/ppm.15(1).2017.02

Martínez, D. & Lombana, J. (2013). Pymes: ruta para la exportación. Universidad del Norte.

Matías, D. (2015, 1 al 28 feb.). ¿Debe ser revisado el paradigma ecléctico ante las nuevas refromas de hacer negocios internacionales? Boletín Económico de ICE, (3060), 39-50. Researchgate. https://www.researchgate.net/profile/David-De-Matias-Batalla/publication/275891458_Debe_ser_revisado_el_paradigma_eclectico_ante_las_nuevas_formas_de_hacer_negocios_internacionales/links/5548f0fb0cf205bce7abfd9b/Debe-ser-revisado-el-paradigma-eclectico-an

Mukherjee, D., Makarius, E. E., & Stevens, C. E. (2018). Business Group Reputation and Affiliates’ Internationalization Strategies. Journal of World Business, 53(2), 93-103. https://doi.org/10.1016/j.jwb.2017.12.003 DOI: https://doi.org/10.1016/j.jwb.2017.12.003

Murillo, E., & Velandia, H. (2014). Comercialización de miel de abejas para el mercado de Estados Unidos. Unisabana. https://intellectum.unisabana.edu.co/handle/10818/12227

Osano, H. (2019). Expansión global de las pymes: papel de la estrategia de mercado global para las pymes de Kenia. Journal of Innovation and Entrepreneurship, 8. https://link.springer.com/article/10.1186/s13731-019-0109-8

Ovans, A. (2011, Dec.). The Charts That Changed the World. Harvard Business Review, 34-35.

Paul, J., & Gupta, P. (2014). Process and Intensity of Internationalization of IT Firms – Evidence from India. International Business Review, 23(3), 594-603. DOI: https://doi.org/10.1016/j.ibusrev.2013.10.002

Pedraza, P. (2019). Plan de negocios de la exportación de miel de abejas a Alemania. Repoaitoriy Uamérica. http://repository.uamerica.edu.co/handle/20.500.11839/7460

Prochile. (2013). Estudio de mercado de miel en Francia. https://www.prochile.gob.cl/wp-content/files_mf/1374685398PMP_Francia_miel_2013.pdf

Quintero, L. F. (2018). Strategies of the Colombian Multilatinas And Its Internationalization Process. Espacios, 39(42).

Santangelo, G. D., & Stucchi, T. (2018). Internationalization Through Exaptation: The Role of Domestic Geographical Dispersion in the Internationalization Process. Journal of International Business Studies, 49, 753-760. https://doi.org/10.1057/s41267-018-0151-y. DOI: https://doi.org/10.1057/s41267-018-0151-y

Schiele, H., Harms, R., & Banerjee, S. (2014). A National Competitiveness-Based Portfolio Approach for International Strategic Management: Illustrated with the Case of the TATA Industries. European Journal of International Management, 8(1), 106-125. https://doi.org/1504/EJIM.2014.058494 DOI: https://doi.org/10.1504/EJIM.2014.058494

Schrippe, P., Back, L., Weise, A. D., & Kovaleski, J. L. (2013). Strategic Planning: SWOT Analysis and BCG Matrix in a Wellness and Fitness Sport Center. Espacios, 34(5). www.scopus.com.

Serrato, J., & Villamil, A. (2013). Exportación de miel a U.S.A. Unisabana. https://intellectum.unisabana.edu.co/handle/10818/6358

Spivakovskyy, S., Spivakovska, T., Kanishchenko, O., & Elalfy, S. (2018). Marketing Strategies of Companies in Internationalization Process. Journal of Advanced Research in Law and Economics, 9(6), 2155-2162. https://doi.org/10.14505/jarle.v9.6(36).30

Sutha, J., & Dharmadasa, S. (2011). Un estudio de comercialización de exportación de té en Sri Lanka: aplicación de la matriz de Boston Consulting Group. En Conferencia Internacional en Gestión Empresarial. https://www.researchgate.net/publication/301823007_A_STUDY_OF_TEA_EXPORT_MARKETING_IN_SRI_LANKA_APPLICATION_OF_BOSTON_CONSULTING_GROUP_MATRIX

Vargas, M. (2021). Plan exportador de miel de la empresa Beela apicultura hacia los Estados Unidos. Repositorio UAN. http://repositorio.uan.edu.co/handle/123456789/4550

Virglerova, Z., Khan, M. A., Martinkute-Kauliene, R., & Kovács, S. (2020). The Internationalization of Smes in Central Europe and its Impact on their Methods of Risk Management. Amfiteatru Economic, 22(55), 792-807. https://doi.org/10.24818/EA/2020/55/792 DOI: https://doi.org/10.24818/EA/2020/55/792

Wach, K. (2014). Theoretical Framework of the Firm-Level Internationalisation in Business Studies (chapter 1). In A. Duréndez & K. Wach (Eds.), Patterns of Business Internationalisation in Visegrad Countries. In Search for Regional Specifics (pp. 13-32). https://www.researchgate.net/publication/263371457_Theoretical_Framework_of_the_Firm-Level_Internationalisation_in_Business_Studies

Zhang, Y., & Wei, F. (2021, July). SMEs’ Charismatic Leadership, Product Life Cycle, Environmental Performance, and Financial Performance: A Mediated Moderation Model. Journal of Cleaner Production, 306. https://doi.org/10.1016/j.jclepro.2021.127147 DOI: https://doi.org/10.1016/j.jclepro.2021.127147