Plan de mejora para la exportación de malanga al mercado estadounidense. Caso Global Trading S.A.

Abstract

This methodologically mixed research and based on comparative, competitive, nostalgic products and food safety theories, consists of the export of malanga to the US market by the Ecuadorian company Global Trading SA to distributors in New York City, when determining their potential demand, due to the presence of immigrant consumers in said city, which, according to this analysis, makes it a constant market for the Ecuadorian malanga sales with a competitive advantage over other origins. The different uses and nutritional properties that this product provides are also described. The objective of this project was to expand the line of products offered by Global Trading S.A, by an enhanced operation plan that includes the packaging and export logistics process. And that by means of a financial analysis, a TIR of 101.6% higher than the TMAR of 36.30% was calculate, therefore the project is feasible and its return on investment is in the first year.