A Study of International Marketing Strategy: The Case of Colombia’s Textile Industry

• Main Author: David Alejandro Gomez Celis
• Other Authors: PO-CHIH LEE
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/98880006425083102295

碩士 === 國立高雄大學 === 國際企業管理碩士學位學程 === 105 === This study investigates the macroeconomic conditions that have influenced the deceleration of the Colombian international trade during the last decade, and propose strategies to increase the Colombian textile industry international competitiveness, based on the understanding of the Colombia’s business environment and its attractiveness in international marketplaces. PEST analysis framework is used to identify major issues in the business environment inside the country, then Porter’s diamond model and SWOT analysis is used to analyze the current advantages and disadvantages of Colombia’s Textile Industry. Although Colombia has taken important steps towards a free market economy, with a thriving and sustainable democracy, as well as, opening its market with FTA’s with different potential markets, the textile industry in Colombia must generate skills that enable it to compete with international brands, diversify markets, increase participation in its product offering and value-added formats and take advantage of the opportunities generated by global trends.