Caracterización de las estrategias empleadas por las empresas exportadoras de derivados de cacao. Casos de éxito en el mercado internacional.

Abstract

The context of continuous transformations in which exporting companies operate has made them more vulnerable, testing their ability to provide responses to new scenarios. In Ecuador, companies that produce and export cocoa derivatives use the combination of knowledge derived from the exploitation of internal resources and the exploration of alternatives associated with the environment to identify sources that allow them to generate and maintain their competitiveness. The objective of this work is to characterize the competitive and internationalization strategies that companies have implemented to take advantage of international market opportunities. Through a descriptive documentary research, a sample of 6 companies that operate as exporters from Ecuador with tariff heading 1806 is analyzed. Among the results, it stands out that the companies coincide in the use of differentiation and diversification strategies, being Foreign Direct Investment and exports strategies applied for internationalization. It is concluded that the use of market opportunities involves the ability of companies to adjust to the demands of the environment with responses that generate a perception of value.