Plan de negocios de exportación de panela granulada para el mercado de España.

Abstract

In this research word within the framework of the complex modality titling process, the objective is to design a business plan for the export of granulated panela to Spanish market. The business plan is a tool for companies, allows to investigate the market and trace a route of export logistics, generate product marketing strategies obtaining competitiveness and acceptance in the market. It is noted that the signing of a commercial agreement between Ecuador and the European Union generates benefits in export since many products can enter with zero tariffs on the European market. In this sense ,there are market opportunities that motivate Ecuadorian companies to expand their businesses (Andrade & Meza , 2017). The depletion of resources, climate change and malnutrition are affecting society and the sector, as food security systems must be improved, which must be more sustainable with the environment, according to the context of the European Green Agreement. You must have responsible business conduct with consumers. Products that enter Spain must comply with the documentation, the specific sector norms, the necessary regulations so that the products can be exported to the EU, quality and standardized safety builds confidence in European consumers. In the market research that supports the export business plan, basic information on the destination market was obtained, the trend of consumption of Europeans with respect to food products was identified. The trend is oriented to the natural and organic healthy product.