Macromarketing in Peru: The product diversification strategy

Abstract

The article presents the partial results of an ongoing research on product diversification in Peru. It exposes how marketing can be applied in the international trade activities of a country and how it can support the systematization of the process. Being in the international market implies competition, and it must be done in the best conditions. Product diversification is an issue that becomes relevant in Latin American countries, as a result of excessive economic dependence on raw materials, particularly on minerals. The concern now is to relatively modify the product matrix, and this article marks the beginning of an investigation related to this topic.