Universidad Católica Boliviana "San Pablo"

ABSTRACT The objective of this project is to design a market development strategy for the achievement of strategic objectives within the company GRACEBOL S.R.L. in Bolivia. As the main problem is that at the time of export, not all beans met the requirements, this inconvenience led the company to a loss that holds between 15% to 18% that could not correct. We present relevant theories related to the strategy of market development, strategic planning and the process of marketing, marketing and strategic diagnostics. In the fieldwork, a research was carried out to find out the type of demand that this industry demands, the best penetration s trategy, the potential buyers were located, a series of studies was carried out to decide the best sale price and the best market to offer the product. Finally, a proposal is prepared based on the implementation of said market study for the fulfillment of the new objectives at the national level and to avoid the financial loss of the remaining beans