Modelo de gestión de mercadotecnia para incursionar el mercado bananero en Alemania, para la exportadora Trinyfresh S.A., ubicada en la ciudad de Guayaquil, en el período 2017.

Abstract

The aim of this research study was to design a Marketing Management Model to enter Trinyfresh SA, an exporter based in Guayaquil city, into the German banana market in 2017. A market study was conducted to determine the feasibility of exporting the product. The 5 P´s of marketing Product, Price, Place, Promotion and People were applied to the concept of this alternative to improve the company´s earnings through international commercialization, determining the commercial possibilities for banana exports to Germany and understanding the potential demand, tastes and preferences of consumers. The application of the proposal constitutes a beneficial tool that allows us to own our brand in the German and worldwide banana market, and therefore to capture the mind of the consumer. It is recommended an exhaustive review of this present research study which has the intention of contributing strategic marketing ideas to enter to the German market, breaking paradigms that will allow the company to increase its exports.