Plan de exportación para la comercialización de banano de la empresa Exagrisursa hacia el mercado de España en el 2022.

Abstract

Ecuador is internationally recognized for the export of its fruits, since its flavors and textures are of high quality, this being the case of bananas, which is recognized as the first exporter in the world. In this sense, due to the high demand for Ecuadorian bananas in the international market, companies such as EXAGRISURA S.A, a banana exporter, have the vision of expanding to other markets, mainly the European Union markets, which represent 26% of total exports. For this purpose, the present investigation established as a general objective: achieve the commercialization of bananas to Spain from the company EXAGRISURSA S.A, in 2022 through the application of an export plan and as specific objectives: to carry out a diagnosis of the strategic planning of the company EXAGRISURSA S.A, through the SWOT and PESTEL tools; carry out a market study of the country of Spain, through documentary and statistical analysis; prepare a technical study of the company EXAGRISURSA S.A, to establish the export capacity.The type of research according to its purpose is applied because through the knowledge obtained from basic research and the foreign trade career, an export plan was proposed for the EXAGRISURSA company. The historical-logical methods were used, for the elaboration of the historical background, in the description of the conceptual, contextual background and the theoretical demonstration of the export plan, the methods were used: inductive - deductive and analytical - synthetic.For the identification of the causes of the scientific problem and the realization of the study of the Spanish market, the results and conclusions, the hypothetical-deductive method was used, while to make the respective diagnoses, review of the literature and the theoretical foundation, the method was used. of abstraction – concretion. The empirical methods that were used were the interview and the study of documents. The results show that the total costs for the export of bananas from the EXAGRISURSA company to Spain comprise a value of $9,976.12 and that making an export plan helps to identify the dangers and opportunities of the international market and for the company.