Virtual-based strategies for marketing and increasing Hass avocado exports

Vela A.E.L.; Fernández F.E.C.; Santamaría R.O.M.; Trujillo P.-A.R.; Trigoso J.-A.C. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2022)

Resumen

The vast majority of exporting companies are constantly looking for opportunities with foreign markets with the purpose of diversifying their exportable supply, assuming new commitments in the future, however, the lack of knowledge of strategies to access international markets does not allow them to have a good sustainable performance in exports. Therefore, the objective of the research was to determine marketing strategies to increase Hass avocado exports to the United States market by exporting companies in the Lambayeque region. The research was carried out with a quantitative approach at a descriptive level. In addition, documentary review techniques were used through secondary sources. Interviews were also conducted with 5 exporting companies and 03 specialists with experience exporting fresh avocado to the United States. Finally, it is concluded that avocado production and exports have increased significantly during the last five years by 82% and 21% (2016-2020). Therefore, the importance of framing commercial strategies through product development, and price, place and promotion strategies are important synergies as opportunities for sustainability of an exporting company.

Instituciones: Universidad Nacional Toribio Rodríguez de Mendoza de Amazonas; Universidad César Vallejo