Estrategias de posicionamiento y marketing para incrementar las exportaciones de arándano ecuatoriano al mercado estadounidense: competitividad frente a Perú, año 2024.

Abstract

This research focuses on the development of positioning and marketing strategies to increase exports of Ecuadorian blueberries to the US market. The relevance of the topic lies in the economic diversification opportunity that the cultivation of blueberries represents for Ecuador, a country with favourable agro-climatic conditions for this fruit. In addition, it seeks to strengthen the competitiveness of Ecuadorian producers vis-à-vis international competitors, particularly Peru, which currently dominates the blueberry market in the United States. The study employs a quantitative approach with a pragmatic perspective, supported by the theory of complementarity, to integrate various methodologies that allow for a complete and effective evaluation of the sector. Empirical methods, such as the analysis of classical documents. In addition, statistical methods will be applied such as the use of percentage mathematics, to process and analyse the information collected, identifying key patterns and trends in the market from the interviews conducted. The expected results of this research include the identification of critical factors for the success of Ecuadorian blueberries in the US market, as well as an assessment of the current strengths and weaknesses of the sector. The findings will provide a basis for specific recommendations to both government and business stakeholders to improve production and marketing practices, optimise export logistics, and adapt to the demands of the US market. It is hoped that these recommendations will contribute to the strengthening of the blueberry industry in Ecuador, promoting long-term sustainable and profitable growth.