Plan de exportación de kiwi deshidratado a Japón.

Abstract

Dehydrated fruits have gained more market share over time, even more so nowadays when society is looking to change and improve its eating habits. This product is ideal for those people who are looking for sweet, crunchy and above all nutritious snacks that provide vitamins and antioxidants to their daily diet. Markets such as Japan, where they prefer to consume organic and healthy products and also have a high consumption of kiwifruit, are ideal for a processed kiwifruit-based product. Dehydrated kiwi chips will be offered to the Japanese market. The general objective of the research is to learn about the Japanese market and the opportunities for the Ecuadorian market to enter this country. Additionally, to propose an export plan for dehydrated kiwi chips. Through exhaustive research and the use of database tools, it was found that Ecuador does not have a high production of kiwifruit; however, this is not a limiting factor for the transformation of raw material to processed product, since Chile is one of the countries in Latin America that produces the fruit the most. Finally, it was found that Japan is a very attractive market in which not all the countries of the South have decided to bet, however, with the right market penetration strategies it is possible to achieve a good participation in this country.