Estrategias comerciales para el incremento de ventas de mezcal en el extranjero

Mezcal is an alcoholic beverage that has gained momentum in recent decades, due to its unique artisan flavor, has been a great delight at international level, however the lack of solid strategies that guide the mezcalera community have not been concrete. In this research article the most used strategies in international business are developed to solve the need faced by the mezcalera community: the expansion and performance in the international markets, in order to increase their sales abroad. Based on the above, the interview instrument was applied to the most important mezcal companies, determining the current mezcal situation, the most common challenges and achievements faced by exporters. For this reason, the exporter and the entrepreneurs are invited to expand their vision in accessible and new markets that generate positive results in the growth of their companies.

Introducción -- Desarrollo -- Estrategia internacional de marketing en la exportacion de bebidas alcohólicas -- Estrategia de comercio electrónico -- Estrategia ferial internacional en el comercio exterior -- Estrategias competitivas genéricas en la exportación de un producto -- Objetivo de la investigación -- Discusión de resultados -- Conclusiones