Plan estratégico de exportación de hamburguesas de huevas de pescado dorado de la costa ecuatoriana al mercado de Madrid España 2025.

Abstract

This research analyzes the feasibility of exporting hamburgers made from dolphinfish roe, caught on the Ecuadorian coast, to the Madrid market during 2025. The study emerged from the need to add greater value to an underutilized marine resource, while exploring business opportunities abroad, particularly in a European market that demands high-quality products and shows openness to new proposals. The main objective was to design a strategic plan that considers technical, commercial, and cultural aspects to introduce the product in the chosen city. The study followed a mixed approach; in the quantitative phase, surveys were conducted among consumers in Madrid, while in the qualitative phase, interviews were carried out with individuals linked to the fishing sector and specialized documents were reviewed. Among the most notable findings, there was considerable consumer interest in healthy and sustainable foods, as well as a willingness to try new seafood products, provided they meet quality standards and appropriate presentations. The study concludes that exporting dolphinfish roe hamburgers is a viable option capable of opening new trade routes and boosting fishing economies in provinces such as Manabí and Santa Elena, provided that an export plan is organized that connects production, transportation, and marketing in compliance with European regulations.