Citas bibligráficas
La, S., (2021). Estrategias de mercado para fortalecer la exportación de Palta Hass (Persea americana) de Perú a Estados Unidos [Universidad Nacional Agraria La Molina]. https://hdl.handle.net/20.500.12996/4872
La, S., Estrategias de mercado para fortalecer la exportación de Palta Hass (Persea americana) de Perú a Estados Unidos []. PE: Universidad Nacional Agraria La Molina; 2021. https://hdl.handle.net/20.500.12996/4872
@mastersthesis{renati/1113654,
title = "Estrategias de mercado para fortalecer la exportación de Palta Hass (Persea americana) de Perú a Estados Unidos",
author = "La Rosa Roca, Sarma",
publisher = "Universidad Nacional Agraria La Molina",
year = "2021"
}
The objective of this research work is to analyze the commercial window of the Hass avocado (Persea americana) in the American market and propose market strategies to strengthen the participation of Peruvian exporters and increase profitability as of 2020. To achieve this aim, a non-experimental exploratory research, with a quantitative paradigm, is proposed. A poll was applied to 29 avocado producers located in the region La Libertad, an important production area, in order to characterize the production chain of avocado for export, and to explore current market strategies and the criteria on which they are based. The results of the research show that avocado producers in the region La Libertad have great qualities regarding the quality and productivity of their crops; with an efficiency greater than 10 tons per hectare, they are nationally the best in the production of Hass avocado for export. On the other hand, exporters require marketing strategies that allow them to adapt to current trends in the United States food market; this ideal situation will help them to grow with their companies and improve their profitability. This study finishes with the generation of a marketing and market expansion plan according to current trends in the target market, that achieves a projected NPV of 3.1 million USD at an IRR of 93 percent and indicates profitability. By statistically validating these results, the growth of the exporters' profits was simulated when implementing the proposed market plan.
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