Plan de marketing sostenible para la exportación de cacao de la asociación de Rio Negro "Caoro" hacia el mercado de Alemania en el 2022.

Abstract

The production of cocoa in Ecuador is an area of great importance, which generates significant economic income and provides work for thousands of people. National type cocoa, also known as "Arriba", is produced by small farmers who trade with intermediaries; this is a common practice that over the years has been adapted in the country. During the field work, interviews were conducted with small producers, bibliographic reviews with theoretical foundations and information on cocoa marketing that helped to understand and interpret the data obtained. The results showed that small cocoa producers market their product through intermediaries, who, together with exporters, benefit from the quality premium that should go to small producers. The scope of the research is non-experimental with the use of secondary sources and the collection of historical statistical data from Ecuador, generating as a result, the changes experienced by the economy of Ecuador in the last 10 years have significantly affected exports due to the fall mainly of commodities worldwide, which implies adapting to these transformations. Under this scenario, it is concluded that cocoa bean exports have had variations in export levels, which are decreasing because other countries compete in the world market with the same product at lower prices. Ecuadorian cocoa stands out for the quality of the bean, for its aroma and flavor, which is an important factor in maintaining itself in the international market, which has allowed it to have a comparative advantage over other competitors.