Competitividad de la tagua en el mercado europeo.

Abstract

By investigating the competitiveness of tagua in the European market, it was possible to determine the production volume and the potential destination markets of this continent, the quality levels established for the entry of this product were identified and competitiveness strategies were established for the positioning of tagua. To achieve these goals, a descriptive methodology with a qualitative, shared and analytical approach was used, leaving as a main lesson the inefficiency of Ecuador in producing tagua with export quality required in the European market, putting forward recommendations focused on improving the quality and volume of exports, through the technicalization of the production chain, competitiveness strategies, positioning and international cooperation initiatives to achieve a greater satisfaction of the existing demand in Europe, and to open potential new European markets.