Estrategia de negociación para el posicionamiento del producto “aAtún marca Yeli” de la empresa Tunaza S.A al el mercado italiano.

Abstract

For the correct research development, the use of bibliographic material, scientific journals, manuals and procedures exposed by national and international control entities for export processes was valuable. The results of the bibliographic analysis allowed the full identification of the processes that must be adopted in terms of market analysis before introducing a product to a country. Likewise, it was essential to consider all the elements that the market appreciates to promote the product to more than its quality, something that differentiates it from traditional products and that is why the product is based on having a differentiation in terms of packaging and labeling. Considering that the value of the spheres in international commercial transactions fluctuates in global exchange, so that the states orient their international commercial policies towards the active insertion of varieties of products in these external markets. Exports in Ecuador have played a significant role when it comes to economic development, with important contributions to the national economy, this route being a considerable source of employment and foreign exchange earnings to the country, taking into consideration the values of the prices that are achieved in foreign markets.