Estrategias de comercialización en el sector camaronero de la provincia de Santa Elena, caso Estero de Palmar S.A.

Abstract

Due to the COVID19 pandemic, the international context of the shrimp market has significantly affected small producers, who do not have sufficient financial reserves to sustain their operating costs. This is the case of the Estero de Palmar company, whose main activity has been the exploitation of shrimp farms for packing and exporting firms, which have seen their sales drop. Given the increasing difficulty of accessing international markets, and the existence of a significant surplus of inventories, the possibility of entering the market of the Santa Elena Peninsula is raised. For this, in this essay the theoretical and empirical studies have been formulated to achieve the general objective proposed, which is to establish marketing strategies in the shrimp sector of the province of Santa Elena, in the case of the company Estero de Palmar SA, with the dual purpose of increasing sales volumes and generating short-term income. For this, a methodological framework has been carried out with a qualitative approach that proposes a field investigation that allowed characterizing the variables that intervene in the dynamics of the target market; for optimal information processing, inductive, deductive, analytical, synthetic and dialectical methodologies have been used. For the collection of primary data, the interview technique was used, aimed at individuals with high knowledge of the problem under analysis. The results, conclusions and recommendations are presented in the final sections of the study.