Plan de exportación para impulsar la comercialización de cápsulas de café de la empresa café montañés al mercado de Francia.

Abstract

Ecuador is considered as a country with a great coffee production capacity, besides being one of the countries that possesses and exports the existing varieties of coffee, with the Robusta and Arabica species standing out, whose production is mainly concentrated in the provinces of Manabí and Loja. At world level, this product occupies the second place among the most consumed beverages, being the developed countries the largest consumers. As it is a more widely accepted beverage, coffee industry companies are no longer dedicated solely to the cultivation and export of raw material, but are seeking to elaborate new products or to give added value to this crop and commercialize them in international markets. Under this premise, the research was carried out with the objective of designing an export plan to promote the commercialization of coffee capsules of the company Café Montañés to the French market. A qualitative approach was applied and theoretical methods were used for the theoretical interpretation. From the information found in the different secondary sources, it was concluded that France is an excellent market for the new Café Montañés product. This country is a great importer of roasted coffee and is the first consumer of coffee capsules among the EU states, being the Arabica species the most popular. Therefore, it was exported in a container of 20” 80,000 packagings under the FOB incoterm to the port of Le Havre, whose export cost was $427,628.80.