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versión On-line ISSN 2306-9155
Resumen
LOPEZ BOUDET, Roberto; GONZALEZ BRETO, Celestino y CAMPOS HERNANDEZ, Osvaldo. Methodology to Implement the International Business Plan of Exports at CubaRon Inc. Rev retos [online]. 2020, vol.14, n.1, pp.68-88. Epub 05-Ene-2020. ISSN 2306-9155.
Objective:
To design a methodology for implementation of an international business plan of CubaRon Inc.
Methods:
The theoretical research methods were historic-logical, analysis-synthesis, and induction-deduction. The empirical methods included surveys and scientific observation; and the statistical methods used were simple regression analysis, the Kendall and Cronbach’s Alpha coefficients, and Chis-square goodness of fit, using SPSS, version 2. Some of the tools used were motricity matrices BCG and SWOT.
Main result:
A new methodology was designed for implementation of the company´s international business plan.
Conclusions:
After implementation to the production of Cubay Rum, strategies of growth, differentiation, positioning, and marketing mix oriented to the Spanish market, were achieved.
Palabras clave : Cuban rum exports; Spanish market; international business plan.