Estrategias de internacionalización para fortalecer el posicionamiento en el mercado exterior de la quinua orgánica ecuatoriana en el 2021.

Abstract

Organic quinoa is one of the most demanded products in the international market due to its diverse nutritional properties. Currently, the consumption of natural foods has grown, especially in the European market. Therefore, the purpose of this research is to analyze and identify internationalization strategies to strengthen the positioning of Ecuadorian organic quinoa in the foreign market. This study is carried out through a quantitative approach, which allows an external analysis of the strategies implemented by Ecuadorian exporters of organic quinoa and in turn, its progressive development abroad, which was applied through theoretical methods such as the historical - logical, which determined the evolution of the process of marketing the fruit, the inductive - deductive through criteria of different authors on the variables of studies and modelling, to the structure of the strategies to be implemented, among others. In addition, primary and secondary sources of information were studied, while on the other hand a survey and virtual interview was carried out with the manager of Camari, an exporting company of organic quinoa and derivatives, which allowed us to demonstrate that many entities carry out a poor application of strategies. This is why the application of this study will increase sales and position organic quinoa in the international market, as the strengths and weaknesses that are present will be known in order to establish new strategies or improve existing ones.