UNIVERSIDAD EAN

STRATEGIES FOR INTERNATIONALIZATION

INTERNATIONALIZATION PLAN FOR LA GRANJA SAN ILDEFONSO
YULIANA PREGONERO
DIEGO PEÑA

¿Qué es?

Es un emprendimiento que surgió del sentimiento de querer ayudar a pequeños agricultores

como lo eran sus padres, donde se apoya el programa de la agricultura limpia y por ende el
desarrollo de la economía local.

En el momento cuenta con un local ubicado en la zona de chapinero donde vende los
productos cultivados por los campesinos de anolaima y sus alrededores, además de esto se
encuentra desarrollando quesos maduros con su conocimiento tradicional para la
elaboracion y fermentacion, combinado con sabores y metodologías fermentativas de
Colombia.

Objetivos

- Promover la venta de productos a granel

- Generar una conciencia de comunidad a través de la compra de productos
de comercio justo y libres de químicos
- Trabajar con pequeños agricultores locales, fortaleciendo y apoyando
programas de agricultura limpia; fomentando así, el desarrollo de la
economía local
- Trabajar bajo la concepción de comercio justo, economía solidaria y cero
residuos promoviendo entre otras iniciativas el Freecycling por medio de
algunos artículos como ropa y utensilios de cocina entre otros.
- Ofrecer alternativas de reciclaje que busca desacelerar el consumo masivo y
con ello la contaminación ambiental
- Desarrollar líneas de productos procesados, estás hechas a partir de
ingredientes de segunda para elaborar alimentos de primera, son preparados
con ingredientes que, de otra manera, hubieran sido desechados por las
 grandes cadenas de supermercados. Ésto con el fin de eliminar el
desperdicio injustificado de alimentos y ayudar a quienes más lo necesitan.
- Desarrollar la línea de quesos madurados bajo conocimientos tradicionales
de elaboración y fermentación de la leche combinados con sabores y
metodologías fermentativas Colombianas.

INITIAL SITUATION

● Internationalization objective
- Aumentar las ganancias
- Obtener mayor reconocimiento tanto nacional como internacional
- Descubrir nuevos mercados, recetas y procedimientos de fabricación sobre el
producto
● Knowledge
El conocimiento es limitado ya que no conoce muchas variedades y las que conoce
han sido por experimentación y por intuición, pero el viaje que tendrá pronto es para
aprender nuevas técnicas.
● Resources
Cuento con recursos propios, las ganancias que genera la tienda y las mismas
ganancias de los otros quesos.
● Networking
Cuenta con clientes y amigos extranjeros quienes se han convertido en clientes
potenciales, gracias a ellos consiguió la posibilidad del intercambio a suiza y francia.
El festival al que asistirá en Italia lo conseguí por su cuenta, presentándose a una
convocatoria.
● Globaledge

Strength Messages
Acquire Knowledge
Your willingness to enter foreign markets to acquire market knowledge is a very favorable
element in your potential success. Recognizing the value of competitive intelligence is the
mark of most very competitive global companies and, because you have indicated your
interest in acquiring market knowledge, you have a much higher likelihood of success.
Contractual Relationships
Your flexibility in developing contractual relationships - using foreign attorneys when that is
most effective is beneficial in developing international markets.

Weakness Messages
Scope of Marketing
Companies that have expanded their operations to a broad geographic base in the home
market are more likely to succeed in foreign markets. Your lack of regional expansion in your
home market may curtail your success in foreign markets.
Domestic Market Share
Your relatively low market share in your domestic market indicates that you are still relatively
new in the domestic market, or that your domestic market is very competitive and that you
have been unable to develop a very significant position. If your market position at home is
still rather low, you are likely to have significant difficulty in penetrating foreign markets,
where you must not only face strong competition but also must compete at long distances.
Total Sales
Being one of the smallest firms in the industry, you most likely do not have the cash
resources required to develop sales in foreign markets. It is also unlikely that you have the
time to devote to develop foreign markets, when there is still so much to be done to expand
your business in the home market. With a lack of time and resources, your chances of
success in foreign markets are greatly diminished.
Budget Allocation
Export market entry must be supported by an adequate budget. Your company is willing to
allocate extensive funds to export activities, indicating a satisfactory commitment level,
which should aid in your international marketing efforts.
Time Commitment
International marketing efforts can be very labor-intensive, with substantial investment of
time required. Your senior management is reluctant to allocate sufficient personnel or time,
indicating a lack of commitment, which could hinder your progress.
Planning and Budgeting
Your unwillingness to develop regular formal plans indicates a lack of commitment that will
hurt you in the long run.
Personnel Compensation
International marketing personnel are highly specialized and skilled people. They will,
justifiably, expect an attractive level of monetary compensation for their services. Your
company seems unwilling or unable to provide this level of compensation, which will make it
difficult to attract and keep good international personnel.
Export Experience
Because you are not exporting at all, you face a long, hard road in developing any capacity
to do international business. However, every company must start somewhere, so it will be
best if you get the necessary training and guidance to begin exporting, even in a small way.
Knowledge of Regulatory Costs
Because you have virtually no knowledge of costs pertaining to compliance with standards
and regulations in foreign markets, you are in a very vulnerable position. Until you know
enough about these costs that you can budget them, you are likely to get continuing
unpleasant surprises in your incoming invoices.
Knowledge of Legal Systems
If you know nothing of foreign legal systems, and don't know where to get the help, you can
make some very serious mistakes that will involve major losses. You will need to find good
assistance to deal with the legal issues involved in exporting very soon!
International Transaction Experience
Because you have no experience with international transactions, your management will need
to learn the fundamentals of exporting, and of dealing with foreign market transactions.
While this can be accomplished over time, your immediate position is weak. Because every
company must start somewhere, we suggest you get the assistance of a good freight
forwarder and/or customs broker to help you with your initial transactions. You will also want
to staff to handle international transactions, and train the people.
Relational Experience
Because you have had no experience in building trust and relationships with foreign
companies, you may overlook the great importance of these issues. You are likely to make
mistakes with potential partners that it may take years to overcome, or you will miss
opportunities entirely. It would be advisable for you to recognize what is involved in building
trust and relationships, and take "cultural assimilator" programs that can equip you to begin
to do business in certain countries. Other alternatives might involve taking special courses in
cross-cultural competence building.

INDUSTRY AND COMPETITION ANALYSIS

● Value drivers
parámetros:
Aroma y presentación
https://elnuevosiglo.com.co/articulos/07-2018-que-tanto-sabe-usted-de-quesos
Tamaño y textura
https://www.hola.com/cocina/escuela/2013100967450/quesos-consejos-elegir/

Competencia:

https://www.dinero.com/edicion-impresa/negocios/articulo/grandes-empresas-
pelean-mercado-quesos-colombia/216507

ALPINA Papa Señero Quesos del Granja San

Pacho veccihio Ildelfonso

Trazabilida https://www https://www cuenta en https://ques

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produit/que https://www
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% de 11 tipos de 7 tipos de Diversos, 15 de Vaca 4 de vaca

producción quesos de queso (2 de todos de
vaca cabra) cabra

Precio 250 gr 130 gr 250 gr 75 gr 320 gr

18.590 9.350 46.250 6.210 25.000

gr a 74,36 gr a 71.53 gr a 185,00 gr a 82.8 gr a 78,12

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Presentacio EMPAQUE bolsa bolsa Empaque bolsa

n

Reconocimi 149k 1,204 2,240 914 1,377

ento seguidores seguidores( seguidores seguidores seguidores
100- promedio Promedio promedio
110)prome de likes de de likes de de likes 35
dio de likes 200 50

Garantía

Orgánico

Distribución tiendas de venta por 1 tiende de 3 puntos de 1 tienda

cadena en pg web e mercado de distribución y redes
todo el país instrgram prestigio y venta en sociales
y ciertos algunos
puntos de almacenes
distribución de cadena
del país

https://www.elmundo.com/noticia/12-son-las-clases-de-quesos-que-se-elaboran-en-
regiones-de-Colombia/355693

● SWOT ANALYSIS

STRENGTHS:
- Producto organico
- Trazabilidad
- Mercado en crecimiento

WEAKNESSES:
- Distribución
- Porcentaje de producción
 OPPORTUNITIES:
- Mejora de la presentación (empaque)
- mayor reconocimiento

THREAT:
- Incremento de la competencia

● Cage framework

Italia
Items Sources

Market size https://www.export.gov/article?

series=a0pt0000000PAu5AAG&type=Country_Commercial__kav
https://oec.world/en/visualize/tree_map/sitc/import/ita/show/0240/2017/

Competitors http://www.worldstopexports.com/cheese-imports-by-country/
with the same https://www.battistella-affinamento-formaggi.com/
market https://www.caseificio-fattoriadellalento.com/

Market growth https://oec.world/en/visualize/tree_map/sitc/import/ita/show/0240/2017/

Crecimiento aproximado de: $200M

Product https://www.sciencedirect.com/topics/food-science/italian-cheese
adaptation

Environmental https://epi.envirocenter.yale.edu/epi-topline?
aspects country=&order=field_epi_rank_new&sort=asc
Puesto 16

Currency risks https://www.xe.com/es/currencyconverter/convert/?

Amount=1&From=EUR&To=COP
1 Euro = 3.716 COP

Tariffs http://www.tlc.gov.co/acuerdos/vigente/union-europea
0406.40.00.00 -Queso de pasta azul y demás quesos que presenten vetas producidas por
Penicillium roqueforti

Physical http://es.distancias.himmera.com/distancia_de-
distance colombia_a_italia_entre_mapa_carretera-87751.html
9.409 km

Per capita https://data.worldbank.org/indicator/ny.gdp.pcap.cd?

income most_recent_value_desc=true
$34.318

Consumer https://en.portal.santandertrade.com/analyse-markets/italy/reaching-the-
habits consumers

Shipping cost https://worldfreightrates.com/es/freight

and pricing Transporte marítimo: $3,488.85 - $3,856.10
Transporte aéreo: $172.25 - $190.39

Government https://www.export.gov/article?id=Italy-Import-Requirements-and-Documentation
policies

Language Italian language

Corruption https://www.transparency.org/cpi2018
Puesto 53
Cultural https://www.mylifeelsewhere.com/compare/colombia/italy
differences

Suiza

Items Sources

Market size https://oec.world/en/visualize/tree_map/sitc/import/che/show/0240/2017/

Competitors https://www.lamaisondugruyere.ch/
with the same http://www.danadairy.com/
market

Market growth https://oec.world/en/visualize/tree_map/sitc/import/che/show/0240/2017/

Crecimiento aproximado de: $110M

Product https://www.cheesesfromswitzerland.com/switzerland/types-of-cheeses-from-
adaptation switzerland.html

Environmental https://epi.envirocenter.yale.edu/epi-topline?
aspects country=&order=field_epi_rank_new&sort=asc
Puesto 1

Currency risks https://www.xe.com/es/currencyconverter/convert/?

Amount=1&From=CHF&To=COP
1 Franco Suizo = 3.400 COP

Tariffs www.tlc.gov.co/acuerdos/vigente/acuerdo-de-libre-comercio-entre-la-republica-de-co
0406.40.00.00 -Queso de pasta azul y demás quesos que presenten vetas producidas por
Penicillium roqueforti

Physical http://es.distancias.himmera.com/distancia_de-
distance suiza_a_colombia_entre_mapa_carretera-18994.html
9.069 km

Per capita https://data.worldbank.org/indicator/ny.gdp.pcap.cd?

income most_recent_value_desc=true
$82.838

Consumer https://en.portal.santandertrade.com/analyse-
habits markets/switzerland/reaching-the-consumers

Shipping cost https://worldfreightrates.com/es/freight

and pricing Transporte marítimo: $3,892.15 - $4.350.32
Transporte aéreo: $165.20 - $182.59

Government https://www.ezv.admin.ch/ezv/en/home/information-individuals/travel-and-
policies purchases--allowances-and-duty-free-limit/importation-into-switzerland.html
Language German, French, Italian and Romansh language

Corruption https://www.transparency.org/cpi2018
Puesto 3

Cultural https://www.mylifeelsewhere.com/compare/colombia/switzerland
differences

España

Items Sources

Market size https://oec.world/en/visualize/tree_map/sitc/import/esp/show/0240/2017/

Competitors https://www.pagolosvivales.com/
with the same https://www.proveedores.com/proveedores/recoletos-commerce/
market https://www.quesosrevilla.com/
https://quesoslaldea.es/

Market growth https://oec.world/en/visualize/tree_map/sitc/import/esp/show/0240/2017/

Crecimiento aproximado de: $150M

Product https://elportaldelchacinado.com/los-quesos-espanoles/
adaptation

Environmental https://epi.envirocenter.yale.edu/epi-topline?
country=&order=field_epi_rank_new&sort=asc
Puesto 12

Currency risks https://www.xe.com/es/currencyconverter/convert/?

Amount=1&From=EUR&To=COP
1 Euro = 3.716 COP

Tariffs http://www.tlc.gov.co/acuerdos/vigente/union-europea
0406.40.00.00 -Queso de pasta azul y demás quesos que presenten vetas producidas por
Penicillium roqueforti

Physical http://es.distancias.himmera.com/distancia_de-
distance espana_a_colombia_entre_mapa_carretera-77327.html
8.038 km

Per capita https://data.worldbank.org/indicator/ny.gdp.pcap.cd?

income most_recent_value_desc=true
$30.523

Consumer https://en.portal.santandertrade.com/analyse-markets/spain/reaching-the-
habits consumers
Shipping cost https://worldfreightrates.com/es/freight
and pricing Transporte marítimo: $3,391.98 - $3,749.03
Transporte aéreo: $171.39 - $189.43

Government https://www.export.gov/article?id=Spain-import-requirements-and-documentation
importation
policies

Language Spanish language

Corruption https://www.transparency.org/cpi2018
Puesto 41

Cultural https://www.mylifeelsewhere.com/compare/colombia/spain
differences

Francia

Items Sources

Market size https://oec.world/en/visualize/tree_map/sitc/import/fra/show/0240/2017/

Competitors https://www.entremont.com/fr
with the same http://maroilles-lesire.fr/
market

Market growth https://oec.world/en/visualize/tree_map/sitc/import/fra/show/0240/2017/

Crecimiento aproximado de: $670M

Product https://lafromagerieonly.wordpress.com/category/types-of-cheese/
adaptation

Environmental https://epi.envirocenter.yale.edu/epi-topline?
country=&order=field_epi_rank_new&sort=asc
Puesto 2

Currency risks https://www.xe.com/es/currencyconverter/convert/?

Amount=1&From=EUR&To=COP
1 Euro = 3.716 COP

Tariffs http://www.tlc.gov.co/acuerdos/vigente/union-europea
0406.40.00.00 -Queso de pasta azul y demás quesos que presenten vetas producidas por
Penicillium roqueforti

Physical http://es.distancias.himmera.com/distancia_de-
distance colombia_a_francia_entre_mapa_carretera-32646.html
8.605 km
Per capita https://data.worldbank.org/indicator/ny.gdp.pcap.cd?
income most_recent_value_desc=true
$41.463

Consumer https://en.portal.santandertrade.com/analyse-markets/france/reaching-the-
habits consumers

Shipping cost https://worldfreightrates.com/es/freight

and pricing Transporte marítimo: $2,902.85 - $3,208.41
Transporte aéreo: $170.08 - $187.98

Government https://www.export.gov/article?id=France-Import-Requirements-and-
importation Documentation
policies

Language French language

Corruption https://www.transparency.org/cpi2018
Puesto 21

Cultural https://www.mylifeelsewhere.com/compare/colombia/france
differences

Chile

Items Sources

Market size https://oec.world/en/visualize/tree_map/sitc/import/chl/show/0240/2017/

Competitors http://www.lacteoschauquen.cl/
with the same https://www.lacteospahuilmo.cl/
market https://www.quesoscolun.cl/index.html

Market growth https://oec.world/en/visualize/tree_map/sitc/import/chl/show/0240/2017/

Crecimiento aproximado de: $237M

Product https://elclubdelqueso.cl/yann-yvin-chile-entero-solo-tipo-queso/
adaptation

Environmental https://epi.envirocenter.yale.edu/epi-topline?
country=&order=field_epi_rank_new&sort=asc
Puesto 84

Currency risks https://www.xe.com/es/currencyconverter/convert/?

Amount=1&From=CLP&To=COP
1 COP = 4,71 CLP

Tariffs http://www.tlc.gov.co/acuerdos/vigente/acuerdo-de-libre-comercio-chile-colombia
http://www.tlc.gov.co/acuerdos/vigente/alianza-del-pacifico
 0406.40.00.00 -Queso de pasta azul y demás quesos que presenten vetas producidas por
Penicillium roqueforti

Physical http://es.distancias.himmera.com/distancia_de-
distance colombia_a_chile_entre_mapa_carretera-39115.html
4.489 km

Per capita https://data.worldbank.org/indicator/ny.gdp.pcap.cd?

income most_recent_value_desc=true
$15.923

Consumer https://en.portal.santandertrade.com/analyse-markets/chile/reaching-the-
habits consumers

Shipping cost https://worldfreightrates.com/es/freight

and pricing Transporte marítimo: $5,198.15 - $5,745.32
Transporte aéreo: $178.50 - $197.29

Government https://www.export.gov/article?id=Chile-Trade-Barriers
policies

Language Spanish language

Corruption https://www.transparency.org/cpi2018
Puesto 27

Cultural https://www.mylifeelsewhere.com/compare/colombia/chile
differences

https://freepestelanalysis.com/pestel-analysis-of-italy/
https://www.ukessays.com/essays/economics/italy-a-pestel-analysis-economics-
essay.php
https://www.researchandmarkets.com/reports/2507553/italy_indepth_pestle_insights