Estrategias de marketing para el posicionamiento del producto café del cerro al mercado argentino.

Abstract

Countries around the world support their economic development with exports, which boost the productive apparatus of a nation through the inflow of foreign currency. For this reason, governments should observe international markets and encourage entrepreneurs to export local products. An economic sector with great dynamism is coffee production, which can be given an added value to promote international trade and gains. The obtention of such added value requires a market investigation besides the establishment of consumption levels; an information that assists the development of strategies to position Ecuadorian coffee as a strong competitor in international markets. “Café del Cerro” is a small company located in Zaruma, El Oro, that meets quality standards for exporting. It is a local crop, which after simple processing is sold in major supermarket chains nationwide. In this context, the objective of the present research is to develop positioning strategies for the introduction of “Café del Cerro” in the Argentine market. The transversal descriptive methodology and its bibliographic technique was used, which provided theoretical and statistical information for the development of the research. The main challenge and importance of this case study was to find an international market that demands the Ecuadorian product in mention. Thus, it is worth noting that “Café del Cerro” has a great reception at a local and national level, a situation that favors the export of the product abroad. This is a goal that must be achieved since “Café del Cerro” deserves worldwide recognition for being a high-end quality product.