Plan estratégico para la comercialización al mercado estadounidense a través de medios virtuales de bisuterías a base de tagua elaboradas por artesanos de la comuna Sitio Nuevo.

Abstract

The strategic plan for Artes Cerro Grande artisans, is to implement a new way of marketing jewelry based on tagua to the U.S. market by virtual channels, the virtual channel is Amazon due to the large number of people who use this means to make their purchases, so it aims to analyze the feasibility of Exporting jewelry based on tagua , thus contributing more revenue to the artisanal sector of Ecuador, in addition the analysis of the environment related to supply and demand was carried out with instruments such as, PEST analysis, PORTER´s five forces and SWOT analysis, with the aim of learning more about the handicrafts sector was used through qualitative research interviews with experts in tagua and quantitative since real data were considered in the research. Finally, a financial study was carried out to determine whether or not the project is feasible with a five-year projection. An Internal Positive Rate of Return higher than the project discount rate was obtained. It is concluded that adopting a new way of marketing Ecuadorian products through virtual channels is feasible as long as all the costs involved in this are considered, and products made with added value are offered.