Especificaciones para internacionalización de la fruta pitahaya producida por una empresa ecuatoriana hacia el mercado europeo.

Abstract

The geographical location has allowed Ecuador to be one of the most diverse countries, with a rich flora and fauna, therefore, agriculture as one of the most favored main industries has produced positive results in the country's economy, mainly fruit exotics that are attractive to markets in other countries. The Pitahaya fruit is one of them, since it has high benefits of medicinal quality, especially it helps to have a good intestinal functioning and stomach digestion. That is why, this research aims to know the specifications that must be made to internationalize this fruit such as the Pitahaya produced by an Ecuadorian company to the European market, taking into account the requirements that are required before its internationalization, as well as the documents that are needed, the internal and external factors that the company must consider, the sanitary conditions that the fruit must meet and, finally, the positioning strategies that it would apply to face the competition. Through investigations of secondary sources of scientific articles, review of international standards and regulations, it has allowed the collection of information for the development of said work. With the knowledge of these processes, good results can be achieved to internationalize the product to the target market, as well as apply to obtain national and international certifications that certify the quality of the product, it would help to project reliability at the time of acquiring the product and the purpose would be achieved. raised as it is to enter the European market successfully.