Plan estratégico de exportación de licor de agave hacia Estados Unidos desde la empresa Don Capelo en el 2022.

Abstract

In the canton Nabón located in the province of Azuay, there is a large concentration of pencos is a plant "rosette" according to the botanical description, which reaches three meters in diameter. Its leaves are bluish gray, hard, fleshy, waxy, one of its uses is the extraction of the pulp of the penco that is used for the production of Agave liquor or Chawuarmishky these are traditional throughout the Andean highlands, in this part of the mountain range there is a distillery called Don Capelo for decades Don Remigio Capelo has been dedicated to the production and distribution of Agave liquor, one of its objectives is to cross borders specifically to the United States. Therefore, based on theoretical, descriptive and field research, the environment of the producers and the market was analyzed in order to execute a strategic plan for the export of the product.