The internationalization of markets refers to the commitments that allow the establishment of stable links between companies and international markets, to extend the objectives of the company with respect to the export of a product to a foreign market through planning and execution of the international marketing strategy. In order to strengthen bilateral negotiations with Panama, opportunities for the export of microbiological culture media prepared from Colombia to Panama will be analyzed, since the company Annar Diagnóstica Import SAS has recently inaugurated a production plant complying with all the requirements required by the Colombian sanitary authority INVIMA, as are Good Manufacturing Practices (GMP) and Storage and / or Conditioning Capacity (CCAA) with effect of five (5) years. Panama is the country chosen because its economic growth has been quite dynamic in recent years and it is consolidating as a business center in the region, a circumstance that offers interesting investment opportunities for the Colombian industry, in addition to the opportunity that presents to realize an Academic Commercial Mission through Uniempresarial.