Repository URL:
http://repository.urosario.edu.co/handle/10336/5665
Author(s):
Duran, Obdulio, Palacio Posada, Carolina, Sánchez Castro, Piedad Jimena, Administrador de Empresas
Publisher(s):
Escuela de Administración, Universidad del Rosario
Tags:
658, Administración de empresas, Importaciones - Argentina, Industria panelera - Colombia, Mercadeo - Investigaciones - Colombia
thesis / dissertation description
With the globalization, the integration of nations and the idea to create a single market, it creates the need for businesses to expand their products towards new frontiers for creating multicultural companies to suit the constant changes of the environment. This is where the concept of Strategic Business Unit (SBU) is born (UEN), which can be defined as a branch of a company, is a unit of the company that has separate mission and objectives that can be planned independently of other businesses Company2 . Panela is a Colombian product which is springs from the juice extraction from the sugar cane, is consumed cold or hot according to consumer preference; nowadays Doña Panela, one of the largest producing companies of Panela of the country, has developed to market an instantaneous presentation from Panela in buckets of different flavors. Doña Panela is a company that counts on all the legal standards established to export and for some years it has been exporting towards countries like South Korea, Ecuador and the United States; being so, and thanks to the experience in Argentina, establishes the idea of creating a Strategic Business Unit of Doña Panela in this beautiful country.

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