Estrategias de marketing en las empresas de exportación de camarón del cantón Santa Rosa, para ampliar cobertura de comercialización.

Abstract

This research titled "Marketing Strategies in Shrimp Export Companies of the Santa Rosa Canton to Expand Marketing Coverage" has as its main objective to analyze and evaluate the marketing strategies employed by shrimp export companies in the Santa Rosa Canton. It aims to identify the barriers they face in expanding their marketing coverage both nationally and internationally, and propose innovative solutions to optimize their reach and competitiveness in the global market. The study highlights the importance of implementing digital marketing strategies, market segmentation, and positioning in order to improve visibility and build relationships with customers. Using a quantitative and descriptive methodology, data were collected through surveys directed at the main companies in the sector. The results show that the main difficulties include a lack of infrastructure, limitations in access to international markets, and a low adoption of digital technologies. Among the suggested strategies, the implementation of digital marketing campaigns, product diversification, the use of sustainability certifications (ISO 9001, ISO 14001, among others), and the adoption of advanced technologies for production management and monitoring are proposed. Furthermore, the importance of incorporating sustainable and environmentally responsible practices is emphasized to improve brand perception and attract new market segments. The conclusions reflect that an appropriate marketing strategy not only helps overcome marketing barriers but also strengthens competitiveness and promotes economic growth in the Santa Rosa Canton. It is recommended that companies prioritize innovation, training in digital marketing, and the development of strategic alliances to optimize their presence in both national and international markets