Diseño de plan de marketing internacional para promocionar exportaciones de pitahaya ecuatoriana al mercado asiático.

Abstract

The present degree project consists of the elaboration of a marketing plan for a non-traditional product for the Asian market, which will be the pitahaya. It is investigated which non-traditional product had the greatest growth potential to be the one selected for the elaboration of a marketing proposal that allows guaranteeing to take advantage of that growth opportunity. The key elements for the development of the study are carried out with a qualitative and quantitative approach, a documentary review and the exploration of data through secondary sources. A marketing plan is carried out making relevance to the application of a marketing mix in which key proposals are established to be implemented in the short term in each of the "P" especially in promotion. As a result, a document is obtained with a guide of measures to be implemented to achieve an increase in income from exports of the Ecuadorian pitahaya to the Asian market. This document will serve as the basis for future research and future successful marketing plans in the area of exporting non-traditional fruits to the Asian market.