El presente artículo tuvo por objeto analizar el pensamiento estratégico como base del marketing
internacional en el sector de lácteo. El tipo de investigación fue descriptiva y documental, apoyado en un diseño bibliográfico, donde además se recurrió a una técnica de captación de información de igual naturaleza metodológica. En líneas generales se concluye que producto de la revisión documental se destaca que las empresas lácteas colombianas cuenta con capacidad para dar respuestas eficaces y eficientes a los clientes que integran su mercado en cuanto a infraestructura, tecnología, capital económico y talento humano para exportar sus productos, permitiendo satisfacer las necesidades sociales propias y de otros países, como es el caso Venezolano donde como consecuencia de ser fronterizo con Colombia se perciben con receptividad en los diversos sectores que integran su estructura social, sin embargo, se notan debilidades en este aspecto, por parte de las empresas del sector en estudio atribuido a factores como : carencia en la distribución y publicidad ,asimismo no tienen un servicio de post-venta, los productos en ocasiones escasean en los anaqueles , falta de servicio personalizado en los grandes supermercados para dar a conocerlos y los beneficios derivados de
ellos entre otros.
keywords:
Pensamiento estratégico, marketing internacional necesidades sociales
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