Plan de exportación de productos gourmet a base de plátano, al mercado español.

Abstract

This proposal seeks to design an export plan for gourmet banana-based products through the company "La Manaba Gourmet", to enter the community of Ecuadorians residing in Madrid-Spain in the year 2021. The green banana is considered a vegetable that is abundantly harvested in the Ecuadorian soil, being its consumption in high demand for the elaboration of different creole dishes, however, in European countries its harvest is scarce, for this reason a possible niche is identified market in Spain - Madrid, as it is an area comprised of Ecuadorians who migrated to the European country many years ago in search of better opportunities. This is how the way in which an export plan for gourmet banana-based products will favor access to the Spanish market will be evaluated. A strategic analysis will be carried out to identify the factors that strengthen or affect the development of the proposal, in addition to analyzing the environment and all the elements that generate any type of impact on the project, in order to take advantage of the opportunities and strengths and develop strategies. that allow mitigating those weaknesses and threats in the economic, political, technological and social environment. Through a market study, it will be possible to analyze the demand for the gourmet product in the European country and identify the customer's needs, their tastes and preferences, thus having a more specific direction to develop an export plan that is related to all legal requirements, marketing, promotion and financing, in order to increase the competitiveness of Ecuador through an international offer with greater commercial value.