Análisis de las exportaciones de cascos guayaba en lata de Ecuavegetal S.A. de los años 2013-2014-2015 a los mercados internacionales y el diseño de un plan de marketing internacional para potenciar dicha exportación.
Fecha
2016
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Universidad de Guayaquil
Resumen
El presente trabajo de investigación tuvo como finalidad el análisis a detalle del volumen de exportaciones que realizó ECUAVEGETAL S.A. de su producto conservas en latas de cascos de guayaba a los mercados internacionales con los que viene manteniendo constantes relaciones comerciales en los últimos años (2013 – 2014 – 2015), y el diseño de un Plan de Marketing Internacional que potencie las exportaciones de este producto en niveles superiores a los ya establecidos a los países en donde el mencionado producto ya ha sido introducido a sus principales mercados y la demanda originada se ha presentado como bastante aceptable.
En el capítulo I se determinaron las generalidades de la investigación como el planteamiento del problema, la formulación del mismo, su delimitación, focalizando el estudio de la problemática motivo de la investigación. Así mismo se llegaron a establecer los objetivos que direccionaron la investigación, se determinó la hipótesis que dio origen al diseño del Plan de Marketing destinado a repotenciar las exportaciones de las conservas de enlatados de cascos de guayaba con el fin de aumentar los volúmenes de ventas internacionales buscando aprovechar al máximo las capacidades de productividad y la materia prima con la que se cuenta en el Ecuador cuya calidad está catalogada bajo estándares excelentes a nivel de frutas tropicales. Se presenta de igual forma las correspondientes justificaciones teóricas, prácticas y metodológicas del estudio.
En el capítulo II se detalla una recopilación bibliográfica con datos referenciales que sustentarán la investigación esclareciendo varios conceptos vinculados.
En el capítulo III se puede observar el diseño de la investigación de orden metodológica y mediante ella se pudo definir cada uno de los componentes de la investigación determinando así los lineamientos a seguir con el afán de lograr los objetivos propuestos.
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En el capítulo IV se podrá observar los resultados obtenidos fruto del levantamiento de información que fue la base primordial con la que se logró verificar el cumplimiento de los objetivos y la hipótesis planteada. En el capítulo V se presenta el Plan de Marketing visualizado en repotenciar y aumentar los niveles de exportación de las conservas de enlatados de cascos de guayaba utilizando componentes metodológicos y de mercadeo potenciando el área de producción, el área de exportaciones además de la comunicación constante con los compradores extranjeros. Finalmente se presentan las respectivas conclusiones y recomendaciones que fueron determinadas luego del desarrollo investigativo.
This research was aimed at analyzing in detail the volume of exports made ECUAVEGETAL S.A. its canned cans guayaba shells to international markets with which has maintained steady trade relations in recent years (2013 - 2014 - 2015) product, and the design of a Plan of International Marketing which promotes exports of this product to countries where the levels mentioned product it has already been introduced to its main markets and caused demand has been presented as quite acceptable. In Chapter I the generalities of research as the problem statement, formulation thereof, its definition, focusing on the study of the problem because of the research were determined. also they are able to determine the objectives that determined the research, the hypothesis that gave rise to design marketing plan aimed at repowering exports of canned guayaba shells in order to increase the volumes of international sales was determined seeking to maximize productivity capabilities and raw materials with which account in Ecuador whose quality is cataloged under excellent level standards tropical fruits. Similarly it presents the corresponding theoretical justifications, practical and methodological study. In Chapter II a literature compilation with reference data that will support research clarifying several concepts related detailed. In Chapter III we can observe the research design and methodological order it could be defined by each of the components of the research thus determining the guidelines to follow in an effort to achieve the objectives. In Chapter IV we can observe the results obtained fruit of gathering information was the primary basis on which it was possible to verify compliance with the objectives and the hypothesis. In Chapter V Marketing Plan displayed in repowering and increase levels of export of canned guayaba shells using methodological components marketing and promoting the production area presents area exports plus constant communication with foreign buyers. Finally xi the respective conclusions and recommendations were then determined the research development are presented.
This research was aimed at analyzing in detail the volume of exports made ECUAVEGETAL S.A. its canned cans guayaba shells to international markets with which has maintained steady trade relations in recent years (2013 - 2014 - 2015) product, and the design of a Plan of International Marketing which promotes exports of this product to countries where the levels mentioned product it has already been introduced to its main markets and caused demand has been presented as quite acceptable. In Chapter I the generalities of research as the problem statement, formulation thereof, its definition, focusing on the study of the problem because of the research were determined. also they are able to determine the objectives that determined the research, the hypothesis that gave rise to design marketing plan aimed at repowering exports of canned guayaba shells in order to increase the volumes of international sales was determined seeking to maximize productivity capabilities and raw materials with which account in Ecuador whose quality is cataloged under excellent level standards tropical fruits. Similarly it presents the corresponding theoretical justifications, practical and methodological study. In Chapter II a literature compilation with reference data that will support research clarifying several concepts related detailed. In Chapter III we can observe the research design and methodological order it could be defined by each of the components of the research thus determining the guidelines to follow in an effort to achieve the objectives. In Chapter IV we can observe the results obtained fruit of gathering information was the primary basis on which it was possible to verify compliance with the objectives and the hypothesis. In Chapter V Marketing Plan displayed in repowering and increase levels of export of canned guayaba shells using methodological components marketing and promoting the production area presents area exports plus constant communication with foreign buyers. Finally xi the respective conclusions and recommendations were then determined the research development are presented.
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ESTRATEGIAS, MERCADEO, REPOTENCIACIÓN, COMPONENTES, EXPORTACIÓN, ESTÁNDARES DE CALIDAD