Plan estratégico para el logro de la exportación de café "Don Ayala" hacia España desde la empresa Kleyna Products de Piñas en el 2022.

Abstract

Ecuadorian coffee is internationally recognized for its attributes such as aroma and texture that are of high quality in both the Arabica and Robusta varieties, mainly in Europe, mainly grown in the provinces of Manabí and Loja. Since they have geographical and climatic conditions that make the grain produced of excellent quality, being the qualified suppliers of coffee at the national level for coffee traders and exporters. The objective of this research is: to achieve the export of Don Ayala coffee from the company Kleyna Products to Spain, through the implementation of a strategic export plan. This research according to its purpose is applied because through the knowledge acquired in the foreign trade career, a strategic export plan has been designed to reach the Spanish market, in addition theoretical methods such as analytical-synthetic, inductive-deductive and that of systematization in conjunction with empirical methods such as interviews, observation and the study of documents. The results show that the company Kleyna Products still has to work on strategic planning to start marketing in the international market, since it must establish its short and long-term objectives, expand its production capacity, improve its packaging, receive training in export and begin to certify internationally, while through the export plan it was identified that there is potential for exporting coffee to Spain and that the total export costs are equivalent to $30,126.00. It is concluded that the strategic export plan is an instrument that provides the guidelines to enter an international market, identifying the requirements of the foreign market, diagnosis of the company, risks and costs, for this purpose, the company Kleyna Products will be able to reach the Spanish market by executing the export plan.