Plan de distribución internacional. Caso de estudio de exportación de flores de Pichincha, Ecuador a los Países Bajos.

Abstract

The agricultural sector in Ecuador has had a boom in international trade, making floriculture one of the main activities in non-traditional exports and a fundamental pillar for the country's economy, because it contributes to the growth of the Gross Domestic Product. The purpose of this research work is to develop an international distribution plan, focused on Ecuadorian flowers from the province of Pichincha to the Netherlands. Additionally, a referential framework is exposed to provide a global context for the research, analyzing from a national perspective how Ecuadorian flowers are perceived worldwide; its history and the impact of the COVID- 19 pandemic on exports. The floricultural sector at the Latin American level and the advantages that Ecuadorian flowers have over their neighboring countries were observed. Likewise, in the international context, the trade agreements between Ecuador and the economic bloc of the European Union to which the Netherlands belong were interpreted, and the current situation of containers that affects the export sector worldwide was analyzed. At the same time, surveys were carried out on companies in the flower sector in several provinces of the country to determine what kind of flowers are the most exported, their characteristics and the importance of implementing a distribution plan to cover an international market. Finally, the components of a distribution plan and the steps to follow to implement them are concisely presented.