Proyecto de exportación de harina de sangorache de la Empresa Sumak Life Productos Orgánicos Cia. Ltda. de la ciudad de Riobamba al mercado de Alemania, ciudad de Hamburgo

Abstract

The objective of this research is to implement an Export Project for Sangorache Flour for the company SUMAK LIFE PRODUCTOS ORGÁNICOS CIA.LTDA. of Riobamba, Ecuador destined for Hamburg, Germany. The purpose of this study is to develop new niche markets and nontraditional products that may have international demand, and contribute to the export growth of black amaranth or sangorache to foreign markets, thereby adding value to promote product positioning in the target market. The export of grain Sangorache itself and its derivatives has had tremendous growth in recent years because agricultural product has a high nutritional and because it differentiates with other regions of South America. In the Export Project details strategies which will introduce the product to market including: promotion, advertising, and marketing. It also included the negotiating terms used for this kind of products and forms of payment. At the end of study was obtained a situational diagnosis on the production of black amaranth or sangorache in Ecuador and the rest of the world, the advantages, the main competitors, sector and company strength and weaknesses, and tariff, legal and phytosanitary barriers. The study helped determine the feasibility of international market product placement at a competitive price and high quality standards. It is recommended to always use adequate contract terms in export endeavors which allows the successful negotiation and positioning in the world markets.