Plan estratégico basado en el pacto verde europeo, para potenciar la competitividad de las exportadoras de banano de Machala en el 2021.

Abstract

At present, Ecuador's main export destinations are demanding environmental trade measures, which have become the driving force behind a reconversion of the export sector. Therefore, the scarce implementation of sustainable processes within the companies compromises their competitiveness and even their commercial continuity. Therefore, the focus of this study is to promote high levels of competitiveness in banana exporting companies in Machala in 2021, through the development of a strategic plan based on the Green Pact. For the development of this work, the following theoretical, empirical and statistical methods were used: historical-logical; analytical-synthetic and inductive-deductive; abstraction-concretion and theoretical modeling. In addition, data collection instruments were used and interpreted by means of statistical tools in order to assess the current situation and the impact of the strategic plan. The expected results identified the benefits of the implementation of the strategic plan in exporting companies, as well as the impact of the green pact. As part of the main conclusions, this practical contribution directs the exporters in an easy path of adaptability regarding the fulfillment of their goals, through a set of strategies and activities to be carried out, in order to enhance their competitive capacity. In addition, it is suggested to promote new lines of research through the base already exposed, being that we consider of great relevance the aptitudes of this concept and what it includes in its development.