Análisis del Sector Florícola para la exportación de flores y desarrollo de propuesta para el posicionamiento en el Mercado Canadiense

Abstract

The globalization and internationalization process of multiple products and services offered worldwide, require that every country comes up with continuous improved and innovative marketing strategies, so they can be fully accepted and successfully meet the increasing different market demands. One of the most globally recognized, among all the main Ecuadorian agricultural products, are roses, which benefit greatly from rich soil nutrients, adequate weather condition, in addition to specific crop production techniques. All these together have made our roses to earn an important place within the international market. However, the present challenge is to continue exploring and venturing into new markets specially after the economic crisis that hit and still afflicts Russia, which happens to be the second most important country for Ecuadorian roses destination, but the first one for flower exports in general. Being this a significant reason for the floriculture sector to look for opportunities that allow it positioning in new target markets. The present investigation, primarily seeks to analyze the Ecuadorian floriculture sector along with the Canadian flower market, to determine the adequate strategies required for better and improved marketplace positioning of Ecuadorian roses in Canada. This research can also be used as a reference to help rose farms developing this specific market by following the proposed tactics. At the end of this analysis, several marketing positioning strategies are established mainly based on product differentiation and possible situation, because Ecuador has not only the installed capacity for top quality flower production, but also the required knowledge, and structure to make it happen.