Bibliographic citations
Gómez, J., (2021). Estrategias de comercialización en la exportación de aceite de Palta de la Asociación Apropal en la provincia de Huaura, 2018 [Universidad Nacional Agraria La Molina]. https://hdl.handle.net/20.500.12996/5172
Gómez, J., Estrategias de comercialización en la exportación de aceite de Palta de la Asociación Apropal en la provincia de Huaura, 2018 []. PE: Universidad Nacional Agraria La Molina; 2021. https://hdl.handle.net/20.500.12996/5172
@mastersthesis{renati/1113521,
title = "Estrategias de comercialización en la exportación de aceite de Palta de la Asociación Apropal en la provincia de Huaura, 2018",
author = "Gómez Li, Janet Patricia",
publisher = "Universidad Nacional Agraria La Molina",
year = "2021"
}
Peru has managed to position itself as one of the leaders in the production and export of avocado (Persea americana) worldwide, constituting the livelihood of many small producers. In this framework, this research focused on the objective of describing the marketing strategies to promote the export of Hass avocado oil from the APROPAL Association in the Province of Huaura, 2018. For this, it was supported by a research design not descriptive-prospective experimental type. A methodology was established that encompassed three phases: 1) Identification of strategies through a questionnaire of closed questions designed for the study and applied to all 25 producers registered in the association, said questionnaire assesses the intention of integration, intensive, diversification and defensive, 2) Internal and external diagnosis through the SWOT, EFI and EFE matrix, 3) Design of an international marketing proposal through the use of cross SWOT and the 4Ps: product, price, place and promotion strategies. The results suggest the existence of a weakened internal and external situation, in which opportunities or internal strengths are not taken advantage of, nor are the weaknesses and threats of the environment addressed, in order to achieve a successful export process. Therefore, the competitiveness gained in the availability of raw materials and the growth of differentiated markets for organic products is lost. It was concluded that the establishment of an intensive and diversified-concentric strategy, based on the indirect export of Hass avocado oil to the organic market niches of the United States, would have a positive impact on exports.
This item is licensed under a Creative Commons License