Avocado consumption worldwide grows about 3% each year; but production does not advance at the same pace, which implies a window and opportunity for Colombia and its departments with higher production (Gonzalez Gonzalez, 2018). Precisely, this sector has had a great growth in recent periods, from 2007-2019, increasing sales by US$53.6 million in 2018, which, comparing it with 2017, the positive variation was 32.6%. (Dinero, 2019), which can take advantage of the East of Antioquia, if it is taken into account, that it is one of the places with the highest production of avocado. For this reason, it is important to analyze the external and internal factors, among them, aspects such as: political, economic, social, technological, environmental and legal, which can affect the production and marketing of avocado, as well as the strategies derived from this. This set of components also influences the competitive environment in which business is conducted, although some are likely to have a greater effect than others. When company managers examine the external environment, they must be alert to detect what is important in the external environment, evaluate its impact and influence, and adapt the company's direction and strategy as required. (Gutierrez Rojas, 2017) The present research work, is carried out with the purpose of expanding the export advantages of avocado, taking into account that, the market for this product, is in constant growth, and according to experts, with an upward trend for the year 2022, driven by the demand of countries such as the United States and Europeans, as main importers; while on the side of Asia, specifically China, are nations where its consumption is being driven, favoring producers and exporters (Arias, 2018).