Internacionalización de la comercializadora de pitahaya “Floriza S.A.” aspectos legales y comerciales para su distribución en el mercado ruso.

Abstract

The pitahaya is a highly demanded fruit today due to its high health benefits, in this project the internationalization of the pitahaya marketing company “FLORIZA SA” is proposed, for which it is necessary to comply with some aspects that contribute to its distribution in the Russian market, therefore it has been proposed as an objective to know the appropriate marketing process for the Ecuadorian pitahaya towards the Russian market, by investigating the aspects that must be met for the entry and permanence in the market, with a competitive strategy suitable for marketing. The exploratory methodology in conjunction with the investigation of secondary sources has allowed us to obtain valuable information for the resolution of the proposed case. As a result, it is proposed to obtain certifications such as Global GAP and organic certification to give a higher level to the product; use a labeling, packaging suitable for the nature of the product; and apply means such as strategic alliances and electronic commerce to strengthen ties with buyers. The export is feasible because Russia grants GSP to Ecuador, so the merchandise can enter with low costs for the buyer, and thus also a cost analysis has been carried out that has proven the viability of the export of the product.