Plan de exportación de brócoli de la Empresa OK. ROSES S. A. de la ciudad de Quito a Florida Estados Unidos

Abstract

An exportation plan was developed for broccoli for the company OK ROSES S.A of Quito, Ecuador destined for Florida, the United States. The purpose of this study was to develop new niche markets and products that may have international demand, and contribute to the export growth of broccoli to foreign markets, thereby adding value to promote product positioning and competition whit other companies. The export of broccoli has had tremendous growth in recent years because it differentiates with other regions of South America. Thus, an exploratory study was developed with the purpose to conduct more precise and clearer research. The Export Plan details strategies which will introduce the product to market including: promotion, advertising, and marketing. It also included contract terms specific for use of such products and forms of payment. The study produced a situational diagnosis on the production of broccoli 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.