PENSAMIENTO ESTRATÉGICO BASE DEL MARKETING INTERNACIONAL EN EL SECTOR LÁCTEO

This article was to analyze the strategic thinking as the basis of international marketing in the dairy sector. For this purpose texts were consulted as Martinez (1998). The research was descriptive and documentary, supported by a design literature, which also used a technique of gathering information of the same kind of methodology. Overall it is concluded that the document review product highlights that Colombian dairy companies has capacity for effective and efficient responses to customers that make up your market in terms of infrastructure, technology, economic capital and human talent to export their products allowing social needs their own and other countries, such as Venezuela, where as a result of being perceived borders Colombia to receptivity in the various sectors that make up the social structure, however, noticeable weaknesses in this aspect, part of the studied companies attributed to factors such as lack of distribution and advertising, also have no after-sales service, sometimes scarce products on the shelves, lack of personal service in large supermarkets to give know them and the benefits derived from them and others.