The following case study has been created in order to export marmalade of mountain papaya (Vasconcellea pubescens) due to its organoleptic properties, high nutritional value, unique taste and particular scent which makes a product very hard to imitate. This product is intended to compete abroad, specifically in the Canadian market, as a result it is necessary to define processes and strategies that optimizes a sustainable project and also to develop the brand of the product. Consequently, the company will leverage the potential of the target market. For all these reasons, this case gather qualitative and quantitative information, forecasts, and statistic data of the market, also a detailed analysis of the Canadian consumer and their current tendencies. Subsequently, it was defined a segment with a potential demand which is a critical point to elaborate and reach feasible results. That wa...