Estrategias de internacionalización de pymes manufactura manabita: chocolate Atanacio.

Abstract

Chocolates Atanacio, a family-owned SME from Pedernales, Ecuador, has begun its internationalization process by highlighting the value of Manabí cacao, renowned for its quality. Its strategy focuses on consolidating its brand identity as a premium, sustainable, and artisanal product, targeting high-value markets such as the United States and Europe. The company aims to adapt its products to international regulations and local preferences. It leverages trade agreements, participates in international fairs, and uses digital commerce platforms and digital marketing to expand its global reach. Strategic alliances with local producers, certifications, and strengthening human talent are key to ensuring quality and competitiveness. Despite financial challenges and a lack of experience, the growing demand for organic products and the prestige of Ecuadorian cacao offer significant opportunities for international expansion.