The objective of this technical report generated for the Reading Shoes company was to propose the tools required for the internationalization of its footwear product; given that the situation of the domestic market is affected by negative fluctuations in imports of Chinese footwear, which enter the country at a low cost due to different variables of the product, causing greater competition in the market. Therefore, it seeks to strengthen the internal development of the Reading Shoes company with a view to an increasingly demanding internationalization process in the markets, with sufficient capacity to face the risks of demand, with useful tools of applicability for strategic development that manages to face the risks implied by the integration processes with the countries of Peru, Ecuador or Argentina. Given the advantages of location such as: cost reduction, positioning in the footwear industry, obtaining subsidies among others; The direct entry internationalization method is the relevant option for the company, since it will allow it to operate and generate business continuously abroad. For this, the situation of the three countries will be compared, examining the macroeconomic context and their export structure, carrying out an exploratory analysis of different variables such as fairs, competitors, country risk, and product penetration capacity. Thus, Ecuador was obtained as a target country where market conditions are feasible for the export of high-impact sports footwear.