Estrategias competitivas para incrementar la exportación de banano orgánico en la asociación de pequeños productores bananeros El Guabo hacia Bélgica en el 2021.

Abstract

The purpose of this research work is to make known about the competitive strategies and which is the one that best adapts to the current situation of the Association of Small Banana Producers El Guabo, located in the canton of El Guabo. The project is contextualized today, taking background and concepts about competitiveness as references. To define the strategy, an internal and external analysis of the company was carried out, and the same data served to be able to select and redirect the potential target market. As part of the research, a quantitative approach is used, which allows an analysis of the company and the target market, through the application of theoretical methods such as inductive-deductive, hypothetical-deductive and modeling. In addition, primary and secondary sources of information were applied and the information obtained through the application of empirical methods was taken into account. This made it possible to determine that competitiveness is a great factor for improvement, also to optimize profit profitability and this can be achieved through the adoption of a new strategy, and through this research it was determined that AsoGuabo's strategy is focused in getting more customers through market segmentation since it has many strengths that will allow it to achieve its objective of being able to increase the export of organic bananas, it also has shortcomings in terms of the application of a new strategy that can be corrected through training to the staff. That is why the adoption of a market segmentation strategy will be beneficial and will generate an increase in the annual rate of exports of the company, this according to the demands of the target market.