Plan estratégico de exportación para lograr las ventas de banano en el mercado de China desde la empresa Bananagoldcorp S.A de Machala en el 2022.

Abstract

In the world Ecuador is the first exporter and fourth producer of bananas after oil extraction, bananas are one of the most important fruits in the country's agricultural industry, this fruit is one of the main sources of employment and therefore generates income to the country. From another perspective, China is the second world power, however, its banana production does not satisfy local demand. Banana exports over the years from Ecuador to China have been surpassed by other competitors that have signed a trade agreement or therefore have a geographical advantage, however, the demand for bananas in China is growing gradually, for this purpose the Ecuadorian exporters are interested in entering this market, such as the company BANANAGOLDCORP S.A. To this end, the following research proposed as an objective: to achieve banana sales in the Chinese market from the company BANANAGOLDCORP S.A. of Machala in 2022, through the application of a strategic export plan. Being this type of applied research because through the knowledge acquired in the foreign trade career an export plan was proposed to reach the Chinese market, analytical-synthetic, inductive-deductive and systematization theoretical methods were also used in conjunction with empirical methods such as interview and study of documents. The results show that the company BANANAGOLDCORP S.A has vast strengths, competitive advantages and extensive experience in exports, in addition to a high export capacity that facilitates entering new foreign markets, with respect to the export plan, it was identified that there is great demand for Ecuadorian bananas by China, China's entry barriers are demanding, the proposed penetration strategy is that of the specialist and the total export costs are: $10,264.12 dollars. For this purpose, it is concluded that the strategic export plan provides information on the costs and risks of entering the Chinese market to the company BANANAGOLDCOR S.A, it also channels the increase in market share and growth in sales.