Estrategia de diferenciación para la exportación de piña al mercado de Estados Unidos.

Abstract

Pineapple is a recognized fruit because of its nutritional benefits, delicious taste and the ability to adapt to different climates, which makes it easy to handle in its cultivation. With a tropical climate produces this fruit, but just few of them produce it with export quality, due to the implementation of strategies for both cultivation and marketing generated by the government, marketers and producers. Pineapple is mostly consumed in the United States, Japan, Chile and the United Kingdom markets generating a significant demand worldwide. For 20 years, Ecuador has exported a considerable average of golden sweet export pineapple that stands out for its sweet taste and low levels of acidity. This variety has reached europeans and american countries and is produced mainly in provinces and towns of the center and coastal areas of Ecuador. The main destination of the fruit is Chile where most of the national production is sold, followed by Belgium, Germany and Argentina, some time ago the United States was the main destination. Today, the United States shows a growth in pineapple import levels, and it is estimated that per capita consumption of this fruit among Americans has increased in recent years, so being a country with a history of pineapple consumption from Ecuador. The ecuadorian producers should take advantage of the existence of differentiation strategies to recover the market, as a result this research explains the dynamics of pineapple trade towards the United States , using concepts and estates on differentiating strategies depending on the characteristics of the information that supports the research, and the methods are exploratory and descriptive.