Estrategia de marketing internacional para potenciar el desempeño exportador de las pymes agrícolas de El Oro.

Abstract

The participation of SMEs influences the economic development of Ecuador, because they are the ones that generate the most economic movement and increase the employment rate; Ecuadorian agricultural SMEs provide milk, onion, cocoa, bananas, coffee, eggs, among others, despite their great reach at the national level, they present limitations when entering international trade through exports. This is due to lack of managerial skills, financial conditions and application of marketing strategies. To this end, this paper has the following general objective: Promote the export performance of agricultural SMEs in El Oro through the study of international marketing strategies.The type of study according to its gnoseological objective is descriptive with a qualitative paradigm, theoretical methods such as analytical-synthetic and inductive - deductive, hypothetical-deductive and abstraction - concretion were used for the theoretical foundation of the research, analyze international marketing strategies and the contributions of results. The empirical methods that were used were the survey and the study of documents and the materials used were documents obtained from databases and the closed survey.The results indicate that the case studies investigated through the application of marketing strategies enhanced their export performance, through the management and positioning of the brand, content dissemination, innovation and quality, in addition, the agricultural SMEs surveyed use marketing strategies. international only with the advertising function, without taking advantage of the other resources. The international marketing strategies studied are media strategies, competitive strategy, standardization strategy, and marketing mix.For this purpose, it is concluded that international marketing channels the impulse of the export performance of agricultural SMEs, through the correct application of the strategies and it is recommended that agricultural SMEs use media, competitive and marketing mix strategies.