Estrategias de diferenciación para aumentar la competitividad de empresas exportadoras ecuatorianas de snacks de quinoa hacia el mercado de Barcelona-España en el 2021.

Abstract

This paper aims to demonstrate how companies exporting these differentiating products, which are increasingly in demand, have managed to cross borders with star products such as quinoa snacks, using different strategies, since the FAO declared 2013 the international year of quinoa, the production and derivatives of quinoa has been booming. Ecuador with its rich fertile soil is a source of life for this pseudocereal, the grain that flourishes mainly in the Andean region of the country, providing work for farmers who are dedicated to planting it. That is why the main objective of this case study is to increase the competitiveness of Ecuadorian exporting companies of quinoa snacks by applying the implementation of differentiation strategies for a better positioning in the Barcelona market. Through a quantitative and qualitative approach due to the fact that circumstantial factors surrounding the export sector are analyzed, such as levels of competitiveness, export rates, tastes, preferences and habits of consumers of these products, through the investigation of sources and the use of instruments. Similarly, to delimit the competitive advantages of an organization through statistical methods. The results obtained reveal that the Ecuadorian export sector of quinoa snacks needs to diversify its offer from snacks whose focus is on preserving the well-being and health of the consumer, as well as diversify the product offer in terms of presentation, quality, texture, packaging, among other relevant attributes. And in order to increase their competitiveness, they must insert the snacks into international markets through strategic alliances, such as the one they currently have with Nestlé, which is a key ally to promote the expansion of the Ecuadorian quinoa market to other destinations.