Estrategia de internacionalización para maximizar las oportunidades de exportación de stevia de Ecuador a China en el 2024.

Abstract

Exporting stevia from Ecuador to China represents a significant opportunity due to the growing demand for natural products in the Asian market. In recent years, China has increased its consumption of healthy sweeteners, driven by changes in eating habits and government regulations. Ecuador, thanks to its favorable climate and the quality of its agricultural production, has the potential to become a strategic supplier. Despite the product's potential, there are challenges such as strict phytosanitary regulations, competition with other producing countries, and the need for quality certifications. The recent Free Trade Agreement signed between Ecuador and China in 2024 opens a window of opportunity to improve access conditions to the Chinese market, reducing tariff barriers and facilitating the internationalization of the product. However, to take advantage of this agreement, it is essential to design efficient export strategies, including market studies. The main objective of this research is to design an internationalization strategy for Ecuadorian Stevia, identifying the factors that influence its success in the Chinese market. Theoretical, empirical and statistical methods were used to analyze the commercial context and existing opportunities. It is concluded that product differentiation through quality and sustainability certifications will be key to its positioning. Likewise, the implementation of marketing strategies adapted to Chinese consumer preferences and capacity building are recommended.