Estrategias para la comercialización y mejora del nivel de competitividad del chocolate elaborado con cacao fino y de aroma en el mercado China
Fecha
2016-09
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Universidad de Guayaquil Facultad de Ciencias Económicas
Resumen
El Ecuador cuenta con una producción variada de cacao fino y de aroma por lo que es
necesario analizar estrategias de comercialización que mejoren el nivel de competitividad del
chocolate ecuatoriano en el mercado de China. Se elaboró un árbol de problemas para poder
determinar las causas y efectos que ocasiona el nivel bajo de comercialización de chocolate
en China. Luego, se procedió a la recolección de datos mediante la observación directa y
entrevistas, así como también de investigaciones de mercado. Los resultados evidencian que
las exportaciones no son significativas, y que los exportadores no cuentan con recursos
suficientes para invertir en promocionar sus productos. Sin embargo, al analizar el mercado
Chino se pudo evidenciar que la demanda de chocolate se encuentra en crecimiento constante
y que esto le permitiría a Ecuador promocionar sus chocolates elaborados con cacao fino y de
aroma, y mejorar sus niveles competitivos.
Ecuador has a production range of fine cocoa and aroma which it is necessary analyze marketing strategies that improve the level of competitiveness of Ecuadorian chocolate in the market of China. A tree of problems was elaborated to be able to determine the reasons and effects that the low level causes of commercialization of chocolate in China. Then, one proceeds to the compilation of information by means of the observation direct and interview, as well as also of investigations of market documents. The results demonstrate that the exports are not significant, and that the exporters do not possess sufficient resources to invest in promoting their products. Nevertheless, on having analyzed the Chinese market it was possible to demonstrate that the demand of chocolate is in constant growth and this would allow Ecuador to promote its chocolates elaborated with thin cocoa of aroma and to improve their competitive levels.
Ecuador has a production range of fine cocoa and aroma which it is necessary analyze marketing strategies that improve the level of competitiveness of Ecuadorian chocolate in the market of China. A tree of problems was elaborated to be able to determine the reasons and effects that the low level causes of commercialization of chocolate in China. Then, one proceeds to the compilation of information by means of the observation direct and interview, as well as also of investigations of market documents. The results demonstrate that the exports are not significant, and that the exporters do not possess sufficient resources to invest in promoting their products. Nevertheless, on having analyzed the Chinese market it was possible to demonstrate that the demand of chocolate is in constant growth and this would allow Ecuador to promote its chocolates elaborated with thin cocoa of aroma and to improve their competitive levels.
Descripción
Marketing
Palabras clave
EXPORTACIONES, CHOCOLATE, PUBLICIDAD, PROMOCIÓN