Estrategias de océano azul para diversificar el mercado y reducir la competencia desleal entre exportadoras orenses de banano en el 2021.

Abstract

The present research project for graduation purposes is elaborated from the importance of the export of bananas as one of the main economic activities in the province of El Oro. This brings with it the creation of a considerable number of banana exporting companies in the province, which in turn generates a great feeling of competitiveness among them, being susceptible to the practice of activities considered unfair. For this reason, the objective of this study is to contribute to market diversification and reduce unfair competition between banana exporting companies from El Oro in 2021, through the application of blue ocean strategies. Banana chips are proposed as an ideal product to start with the diversification of the product portfolio that the company offers. The research is developed through a mixed paradigm in a quantitative and qualitative way, through a bibliographic study that allowed understanding the blue ocean strategies and the acceptance of banana chips abroad, in addition, surveys were applied to banana exporting companies in the province and an interview with an expert where it was corroborated that the problem raised is real and they expressed their interest in diversifying the market by venturing with other products different from the conventional one. Then, within this study, it will be revealed how to make the appropriate innovations and how to propose a new product taking into account the market where it is developed by applying blue ocean strategies.