SUSTAINABLE PRODUCTS IN INTERNATIONAL MARKETS

This work received the IV ASTUREX Award on International Growth of the Asturian Economy and Companies. It reveals the importance of sustainable brand positioning as a strategic decision, also, it details in which international markets organic products are more successful. Subsequently, the process of internationalization of a sustainable product is designed.Thus, an International Marketing Plan is developed for Vesana - a brand of organic vegetable creams from Neoalgae - in order to take advantage of a potential market, in this case Mexico. Thus, each of the stages of the International Marketing Plan are developed, showing the success of the product in the target market and its profitability. Therefore, this work not only has a research part, but also a practical case.