The present work seeks to be a platform for the export of fruits in honey bee syrup to the European market. Among the objectives is to select an export market within Europe, to establish an analysis of the production in Colombia and the market in the chosen country. The study begins with an analysis of fruit production in Colombia, taking into account production variables, the way in which production is organized, the guilds, the possibilities for improvement that are projected based on government policies and agricultural projects in the country, among others. Likewise, an analysis of beekeeping in Colombia is carried out, focusing on the production of honey bee honey. This analysis has an eminently historical context based on the studies produced in the country, since it is difficult to know the current state. Then we proceed with an analysis of the international market for these products to see the potential of the fruit and honey market worldwide, as well as the most influential countries in each sector.
Germany is chosen as the market that best fits the offer proposed in the project. To justify the choice of this country, a PEST analysis is carried out to evaluate the macro environment in which it will be developed. Finally, a study of the German market is carried out, which considers fruit imports, apparent demand, factors affecting the purchasing decision and possible distribution channels. Finally, an internationalization strategy for the project is proposed and the use of trade fairs as a tool for promotion and self-evaluation is recommended.