Estrategias comerciales para ampliar las exportaciones de sardinas hacia Estados Unidos de la empresa sálica del Ecuador S.A.
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
El propósito de este trabajo de investigación es de poder realizar las respectivas estrategias comerciales
que del departamento de comercialización de la compañía Salica del Ecuador puede implementar en sus
operaciones de incrementar las ventas de conservas de sardinas en Estados Unidos, existen muchos
factores que pueden influenciar en la capacidad de ventas, internos como externos; al momento de
iniciar las respectivas ventas o las exportaciones hacia los clientes; la información que debe contener la
empresa es de vital importancia, obtenido bajo un riguroso estudio de mercado. La empresa Salica del
Ecuador S.A., lleva 16 años de operatividad dentro del Ecuador, en la exportaciones bajo las líneas de los
derivados de atún como: Lomos pre-cocidos congelados, Lomos crudos congelados, conservas de atún
en lata, atún en fundas flexibles y conservas de sardinas en sus diferentes presentaciones, se realizó su
respectivo planteamiento del problema junto con los objetivos que han podido orientar el futuro de
este proyecto, su metodología de aplicación en el desarrollo, como la investigación cualitativa que se
llevo a cabo durante el tiempo designado a realizar este estudio de caso; fueron entrevistados tres
instituciones que se llevan perfecto en el funcionamiento de la compañía, finalmente se llevo con afín el
desarrollo de la propuesta de investigación en donde se construyo el modelo FOFADO con las
estrategias, adicionalmente se culmino con las conclusiones y recomendaciones.
The purpose of this research work is to be able to carry out the respective commercial strategies that the marketing department of the Salica del Ecuador company can implement in its operations to increase sales of canned sardines in the United States, there are many factors that can influence the sales capacity, internal and external; at the time of initiating the respective sales or exports to customers; The information that the company must contain is of vital importance, obtained under a rigorous market study. The company Salica del Ecuador SA, has been operating within Ecuador for 16 years, in exports under the lines of tuna derivatives such as: frozen pre-cooked loins, frozen raw loins, canned tuna in cans, tuna in flexible covers and canned sardines in their different presentations, their respective statement of the problem was carried out together with the objectives that have been able to guide the future of this project, its application methodology in the development, such as the qualitative research that was carried out during the designated time to carry out this case study; Three institutions were interviewed that are perfect in the operation of the company, finally the development of the research proposal was carried out in which the FOFADO model was built with the strategies, additionally it was concluded with the conclusions and recommendations.
The purpose of this research work is to be able to carry out the respective commercial strategies that the marketing department of the Salica del Ecuador company can implement in its operations to increase sales of canned sardines in the United States, there are many factors that can influence the sales capacity, internal and external; at the time of initiating the respective sales or exports to customers; The information that the company must contain is of vital importance, obtained under a rigorous market study. The company Salica del Ecuador SA, has been operating within Ecuador for 16 years, in exports under the lines of tuna derivatives such as: frozen pre-cooked loins, frozen raw loins, canned tuna in cans, tuna in flexible covers and canned sardines in their different presentations, their respective statement of the problem was carried out together with the objectives that have been able to guide the future of this project, its application methodology in the development, such as the qualitative research that was carried out during the designated time to carry out this case study; Three institutions were interviewed that are perfect in the operation of the company, finally the development of the research proposal was carried out in which the FOFADO model was built with the strategies, additionally it was concluded with the conclusions and recommendations.
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Palabras clave
ESTRATEGIAS, SARDINAS, COMERCIALIZACIÓN, EXPORTACIONES