Estrategia de internacionalización para la exportación de filetes de albacora a Perú de la microempresa “Don Pez” de Machala bajo el intercambio de la comunidad andina en el 2023.

Abstract

In the fishing sector it plays a fundamental role in Ecuador, covering its entire coastline and focusing its activities on the extraction of various marine resources, such as tuna, small pelagics, demersal species (white fish) and marine shrimp. In the province of El Oro, specifically in the canton of Machala, there is the "Don Pez" Microenterprise, which is a leader in the sale of seafood products. So, in the present research work it was proposed as a main objective to achieve the export of albacore fillets from the "Don Pez" Machala Microenterprise in 2023, by implementing an internationalization strategy. This will not only benefit the microenterprise, but will contribute to reactivate the economic sector of the province. The analysis is based on the use of analytical, synthetic, deductive and inductive methods. The type of research related to the internationalization of the microenterprise "Don Pez" by 2023 is applied, as it seeks to apply theoretical and practical knowledge to solve the problem of positioning the albacore in the Peruvian market through marketing strategies. In addition, it has a transformative approach, as it seeks to explain the reasons that limit the company in its main objective. The research is carried out in the field context, specifically in the "Don Pez" Microenterprise, and has a longitudinal approach to analyze data from previous years in albacore export. Consequently, it is necessary to develop a strategic management plan for the commercialization of albacore fillets in the Peruvian market by 2023. As future lines of research, the project proposes researching all people involved in the fisheries sector and, once the most important research data are obtained, using empirical methods to provide information in a timely manner.