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Retos de la Dirección

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.

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