Estrategia de marca blanca en cadenas de supermercados internacionales para lograr la comercialización del café orgánico “El Negrito” al mercado de España en el 2022.

Abstract

Coffee is a fruit that has had relevance in the world for more than a century because it provides multiple health benefits, Ecuador is characterized by offering coffee rich in roasted and ground aroma, being demanded by the European market. For this reason, the objective of this research project is to achieve the commercialization of the organic coffee "El Negrito" from El Oro to the Spain market under the strategy of white brand. The analysis is carried out under a qualitative and quantitative approach, allowing an internal and external analysis of the strategy to implement it in the company in order to internationalize the coffee, therefore the historical-logical, analytical-synthetic and inductive-deductive theoretical methods were used for the corroboration of the different theories given by the authors, together with empirical methods such as the interview and observation guide that were applied to the company manager and specialist. As results obtained the growth of private label brands is due to various factors such as; the economic crisis, inflation, covid-19, which have led to an increase in market share reaching 48% in the shopping basket of Spain consumers take into account the variables: price, sustainability and quality, being Mercadona one of the wholesale supermarkets in the food sector that have large volumes of sales of private label brands, also will be achieved to have a positive impact on the scientific, technological, environmental, social and economic. Finally, it is recommended that the company participate more in the promotion and credit programs proposed by the government, to strengthen the production process and adapt the product to international standards that will give it competitiveness and obtain national and international recognition.