Viabilidad comercial para la exportación de café de origen producido por una mipyme de Galápagos, Ecuador, caso de la empresa El Trinar.

Abstract

This research focuses on measuring the commercial viability of exporting coffee from the Galapagos Islands to the European Union, using the Way Station methodology. It highlights the importance of experience and planning in internationalization, emphasizing that this process begins long before the first export. Special attention is given to micro, small and medium-sized enterprises in Ecuador. The results support the choice of the Netherlands as a target market for coffee exports, based on criteria such as stable demand, high income, purchasing power and low commercial risks in that country. In addition, the sustainable and environmentally friendly production of coffee from the Galapagos Islands is emphasized, reflecting the region's commitment to protecting the natural environment. The Netherlands, with its strong economy and strategic location in Europe, presents a promising opportunity to expand Galapagos coffee exports, taking advantage of its success in international markets. The study also highlights the challenges related to the cost of coffee production in Ecuador compared to other countries in the region, highlighting the need to improve competitiveness in the global market. Pricing in the Dutch market should consider factors such as quality, production costs and consumer expectations. The denomination of origin of El Trinar coffee, which guarantees high quality and organic processes, can build a positive reputation among Dutch consumers, who are increasingly interested in organic and authentic products. In summary, this study demonstrates the feasibility of exporting coffee from the Galapagos Islands to the Netherlands, emphasizing the importance of sustainability and quality, as well as the challenges that Ecuador faces in terms of competitiveness in the international coffee market.