Exploración de oportunidades comerciales en el sector bananero del mercado emergente de Polonia : caso nación banana S.A.

Abstract

The purpose of this research work is to determine the feasibility of entering the Polish market, a new market in the European Union for the company Nation banana dedicated to the export of Ecuadorian bananas. An exploratory methodology with a combined approach, focused on assessing the company's capacity and potential demand in Poland, was adopted in order to formulate the idea of establishing a collaboration with a robust distribution center that will handle the operations necessary to store and distribute the required volume of Ecuadorian bananas in the Polish market. For the research, semi-structured interviews were conducted with experts in banana exports from Ecuador and a statistical analysis was carried out to project demand. The Canvas model was used to outline a feasible business opportunity, taking advantage of its comprehensive structure composed of nine essential blocks of a company. Finally, it is concluded that Poland represents a promising market, with a potential for increased demand for Ecuadorian bananas due to its superior quality and careful production. This conclusion is supported by a financial analysis that shows positive indicators, with a Net Present Value (NPV) of $1.533.857,22 USD and an Internal Rate of Return (IRR) of 28%, suggesting a favorable forecast for the Project.