Estrategias competitivas para la comercialización de tilapia roja (OREOCHROMIS NILOTICUS) de la Industrial Pesquera Santa Priscila S.A. desde la Ciudad de Guayaquil hacia el mercado de EEUU como aporte al cambio de la matriz productiva caso de estudio zona 8 Cantón Guayaquil, Provincia del Guayas
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2016
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La Tilapia roja es un pez originario del África y Asia, el cual es criado en piscinas para su explotación comercial, siendo Ecuador uno de los principales exportadores de tilapia hacia el mercado de Estados Unidos. En los últimos años EEUU se ha convertido en un importante destino para las exportaciones de tilapia, su mercado resulta atractivo por la creciente demanda de este producto, la cual se ha incrementado en un 400% en los últimos 10 años, además posee una gran aceptación entre los consumidores estadounidenses. La Industrial Pesquera Santa Priscila, es una de las exportadoras de tilapia roja hacia el mercado estadounidense pero a pesar de poseer la tecnología necesaria para el procesamiento de tilapia, la empresa no ha logrado liderar el mercado de Estados Unidos, siendo ampliamente superada por sus competidores la carencia de una estrategia competitiva es señalada como una de las principales causales de la baja participación. El presente estudio realiza un análisis a la producción de tilapia roja de la empresa Industrial Pesquera Santa Priscila, así como al mercado de los EEUU, con el objetivo de determinar las estrategias necesarias para el mejoramiento de los niveles competitivos de IPSP. El método de investigación utilizado es el descriptivo y el exploratorio, la investigación es de enfoque Cuantativo, para lo cual se utilizaron instrumentos de medición cualitativos (entrevistas y revisión bibliográfica) y cuantitativos (estadística). Como propuesta final se estableció un plan estratégico para comercializar la tilapia en el mercado de EEUU, el mismo que contribuirá al incremento de las exportaciones en la empresa objeto de estudio
Red Tilapia fish is native to Africa and Asia, which is raised in ponds for commercial exploitation, Ecuador being one of the leading exporters of tilapia to the US market. In recent years the US has become an important destination for exports of tilapia, its market is attractive for the growing demand for this product, which has increased by 400% over the last 10 years, also has a great acceptance among American consumers. Pesquera Industrial Santa Priscila, is one of the exporters of red tilapia to the US market but despite having the necessary technology for processing tilapia, the company has failed to lead the US market, being far outstripped by its competitors the lack of a competitive strategy is identified as one of the main causes of low participation. This study analyzes the production of red tilapia Industrial Pesquera Santa Priscila company, as well as the US market, in order to determine the necessary to improve competitive levels of IPSP strategies. The research method used is descriptive and exploratory research is Quantative approach, for which qualitative measurement instruments (interviews and literature review) and quantitative (statistical) were used. As a final proposal a strategic plan was established to commercialize the tilapia in the US market, it will contribute to increased exports in the company under study
Red Tilapia fish is native to Africa and Asia, which is raised in ponds for commercial exploitation, Ecuador being one of the leading exporters of tilapia to the US market. In recent years the US has become an important destination for exports of tilapia, its market is attractive for the growing demand for this product, which has increased by 400% over the last 10 years, also has a great acceptance among American consumers. Pesquera Industrial Santa Priscila, is one of the exporters of red tilapia to the US market but despite having the necessary technology for processing tilapia, the company has failed to lead the US market, being far outstripped by its competitors the lack of a competitive strategy is identified as one of the main causes of low participation. This study analyzes the production of red tilapia Industrial Pesquera Santa Priscila company, as well as the US market, in order to determine the necessary to improve competitive levels of IPSP strategies. The research method used is descriptive and exploratory research is Quantative approach, for which qualitative measurement instruments (interviews and literature review) and quantitative (statistical) were used. As a final proposal a strategic plan was established to commercialize the tilapia in the US market, it will contribute to increased exports in the company under study
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ESTRATEGIAS DE DESARROLLO, COMERCIALIZACION, COMERCIO INTERNACIONAL, PRODUCION