Methodology for the international marketing plan in vegetable canning companies

Abstract

An analysis of the international marketing management process at "La Conchita" Vegetable Canning Company in the province of Pinar del Río led to the formulation of the following research question: How can it be contributed to optimizing the export process and maximizing the competitiveness of Conchita products in foreign markets? The objective of this research was to design a methodology for an international marketing plan that would contribute to optimizing the export process and maximizing the competitiveness of its products in foreign markets. A mixed-methods approach with a qualitative focus was applied, supported by document analysis, interviews, surveys, and checklists, as well as the triangulation of primary and secondary sources. The results of the empirical assessment revealed structural weaknesses in commercial management, the absence of a formal marketing department, insufficient market intelligence, and limitations in adapting the international marketing mix. Based on this assessment, a methodology was designed organized into four stages: preparation, execution, communication, and validation, with an emphasis on planning, cross-functional coordination, control, and continuous improvement. It was concluded that the proposed methodology offers a practical guide for transitioning from reactive export management to a proactive and sustainable approach, with greater capacity for penetration into international markets. The pilot implementation led to the launch of a new registered trademark, an increase in planned sales, and an improvement in export performance indicators.