Estrategia competitiva con base en las cinco fuerzas de Porter en la comercializadora de cacao Lucoa Cia.Ltda., El Guabo, Ecuador.

Abstract

In this investigative work, it is required to design competitive strategies based on competitive advantage so that Comercializadora de cacao LUCOA Cía. Ltda. Exports quality cocoa beans to Russia, which is why this advantage is determined by means of the Porter Five Forces foundation. Cocoa is a product that is widely accepted in international markets, due to its great nutritional value, medicinal properties, exquisite aroma and flavor; which represents a feasibility opportunity to position the product in Russia. In the research carried out, it was established that the need to design viable competitive strategies that allow the product to enter smoothly and position itself in the Russian market. The research methodology uses a descriptive approach, based on information from bibliographic research sources related to the subject. Finally, emphasis is placed on the differentiation strategy to achieve opening and positioning in the Russian market.