Estrategias para la internacionalización de la asociación de productores agropecuarios bosque petrificado Puyango- Aprocel hacia el mercado europeo mediterráneo.

Abstract

Currently the internationalization process in global markets is one of the most important concepts, since it frames the factors that generate economic and social development for all countries. In Ecuador, this concept is not alien, so we are forced to analyze what are the tools and strategies that allow companies to meet their expansion objective. This research intends to determine what is the target market for the internationalization of the Aprocel Association through differentiation strategies, using secondary sources and a bibliographic review that allowed to theoretically substantiate the research topic and after, select by means of a PEST analysis the ideal market for APROCEL to place its product. In conclusion, APROCEL should expand taking advantage of the opportunities that exist in the international market, especially in Europe. In addition, it was possible to identify that the differentiation strategies are mainly focused on the markets of France and Spain, where they demand a coffee produced in a sustainable way.