Proyecto de internacionalización para la exportación de salsa picante con mango al mercado de Alemania

Abstract

The existing biodiversity in Ecuador is reflected in its fruits. The mango is one of the most popular tropical fruits worldwide, being clear about its attraction to consumers, all because of its particularities: sizes, flavor, texture, colors, and nutritional sources that expose it at the time of consumption, since it accompanies With different products, the present study aims to internationalize the product associated with a hot sauce, as a healthy innovation proposal that generates a great contribution to the population in economics, healthy nutrition and environmental care. For the development of this project, the use of mangoes that are not in a mature state has been determined, since when they are placed in the jar with the hot sauce, the texture and flavor change, becoming sweet. The analysis carried out on the German market indicates that consumers are aware of their eating habits, which indicates their preference for the consumption of healthy foods, their attraction to exotic fruits, and the consumption of foods low in sugar and fat. Lastly, it should be noted that the aim is to project the business model to the selected country, and look for the possibility of expanding it to other markets. Likewise, market research, market selection matrix, SWOT analysis, business model canvas, value position canvas, skills analysis, buyer persona profile, export strategies and product internationalization will be carried out. The financial history with factors and investment methods, costs and expenses, break-even point, IRR and VAN, to obtain results that demonstrate financial viability. KEYWORDS: MANGO, HEALTHY, TECHNOLOGY, INTERNATIONALIZATION, STRATEGIES