Estrategias de diversificación de mercados para fortalecer el sector atunero ecuatoriano en el mercado europeo frente a la competencia de China, en 2024.

Abstract

This research focuses on analysing the challenges faced by the Ecuadorian tuna sector in the European market, mainly due to increasing competition from China and the imposition of a yellow card for illegal fishing practices. The main objective is to develop strategies to strengthen the sector's competitiveness and recover its share of the European market. Through a comprehensive literature review and expert interviews, it aims to identify the main trade barriers, diversification opportunities and best practices to improve the quality and sustainability of tuna production. Expected results include the identification of specific market diversification strategies, such as the exploration of new market niches and the improvement of product quality. It is also expected to propose recommendations for strengthening trade relations with the European Union and improving the sector's image at the international level. Ultimately, this research seeks to contribute to the sustainable development of the Ecuadorian tuna sector and ensure its competitiveness in an increasingly demanding global market.