Methodology to Implement the International Business Plan of Exports at CubaRon Inc.
Keywords:
Cuban rum exports, Spanish market, international business planAbstract
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.
