The current work was generally aimed to design a strategical prospective plan of the enterprise

Grand Mezcal’s expansion in South Korea’s market, which will guide “La escondida” to an opening
of markets in the Asian continent leading Grand Mezcal to future scenarios facing new challenges.
An exploratory and quantitative research was done aimed to know if it is viable to introduce the
brand with prospective approach to presence and recognition of the oriental Asian side.

A SWOT was applied as a methodology, which allows, through an internal and external analysis to
establish a situational diagnostic of the characterized enterprise for an ideal scenario located in
the development zone in the second quadrant “mejores practicas” which indicates that our
prospection must be directed to scenarios seeking for expansion and growth turning Grand Mezcal
into a world class enterprise.

A series of results were obtained as an outcome of the research which will orientate Grand Mezcal
to a better development to the fulfilment of its goals and long term objectives. Among the results
there is a situational diagnosis of the enterprise, the design of the strategic prospective
constituted by 5 strategic axes expansion plan, 14 action lines, a financial prospective and a
development strategic model, where the interaction of 3 action areas of Grand Mezcal are shown,
and the prospective strategic plan of recognition and presence in Seoul, South Korea.