Plan estratégico de comercialización de mermelada artesanal de zambo con stevia potencializando la apertura comercial en el mercado español
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2016-04-20
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Universidad de Guayaquil Facultad de Ciencias Económicas
Resumen
El presente trabajo tiene como objetivo diseñar un plan estratégico de comercialización basado y estructurado en las políticas de Comercio Justo para los productores de mermelada de Zambo con Stevia de la provincia de Bolívar y de esta manera facilitar la apertura comercial en el mercado español.
El tipo de investigación a realizarse será descriptiva, debido a que analizaremos la situación actual, actitudes, actividades y procesos de los productores de mermelada artesanal de la provincia de Bolívar en el área de comercialización interna como externa y determinar las deficiencias estructurales para exportar su producto, se aplicaran técnicas de observación, entrevistas y revisión documental. Por otro lado, el diseño de la investigación, será en el campo no experimental de tipo transeccional descriptivo.
Los resultados alcanzados demuestran que el mercado español es idóneo para iniciar con el plan estratégico de comercialización internacional de la mermelada artesanal de Zambo con Stevia por cuanto es un mercado con cultura y demanda potencial en alimentación saludable y orgánica, que cuenta además con una gran concentración de migrantes ecuatorianos familiarizados con este sabor y con consumidores españoles que se caracterizan por ser solidarios y que buscan constantemente consumir productos promocionados en la Red de Comercio Justo para beneficiar a las economías más desfavorables y vulnerables.
This paper aims to design a strategic plan based marketing and structured policies for Fair Trade producers Zambo jam with Stevia in the province of Bolivar and thus facilitate trade liberalization in the Spanish market. The type of research to be done will be descriptive, because we analyze the current situation, attitudes, activities and processes of the producers of artisan jam in the province of Bolivar in the area of internal and external marketing and identify structural weaknesses to export your product , techniques of observation, interviews and document review were applied. On the other hand, the research design will be in non-experimental descriptive field transectional. The results obtained show that the Spanish market is ideal to start with the strategic plan of international marketing of artisanal jam Zambo with Stevia since it is a market culture and potential demand for healthy and organic food, which also has a large concentration Ecuadorian migrants familiar with this flavor and Spanish consumers characterized by solidarity and constantly seek to consume promoted in Fair Trade Network to benefit the most unfavorable and vulnerable economies products.
This paper aims to design a strategic plan based marketing and structured policies for Fair Trade producers Zambo jam with Stevia in the province of Bolivar and thus facilitate trade liberalization in the Spanish market. The type of research to be done will be descriptive, because we analyze the current situation, attitudes, activities and processes of the producers of artisan jam in the province of Bolivar in the area of internal and external marketing and identify structural weaknesses to export your product , techniques of observation, interviews and document review were applied. On the other hand, the research design will be in non-experimental descriptive field transectional. The results obtained show that the Spanish market is ideal to start with the strategic plan of international marketing of artisanal jam Zambo with Stevia since it is a market culture and potential demand for healthy and organic food, which also has a large concentration Ecuadorian migrants familiar with this flavor and Spanish consumers characterized by solidarity and constantly seek to consume promoted in Fair Trade Network to benefit the most unfavorable and vulnerable economies products.
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DESARROLLO SUSTENTABLE, DESARROLLO SOSTENIBLE, INTEGRACIÓN, FAIRTRADE