La innovación del producto vino de mora como oferta exportable al mercado chino.

Abstract

This investigative work, conducted in the city of Guayaquil, province of Guayas, in the period of 2024, aims to establish a comprehensive plan for the implementation of a production line and subsequent export of Ecuadorian-made blackberry wine to the Chinese market. It also includes an analysis of the inherent costs of executing this export plan and its financial viability. The methodology employed in this work follows a mixed approach, using deductive and analytical methods to process the gathered information, in addition to an interview with the executive director of the Ecuadorian Chinese Chamber of Commerce. Additionally, a comprehensive analysis of the target Chinese market is provided, examining the tastes and preferences of potential consumers, the advantages and disadvantages of commercializing this product within this market, a SWOT analysis of the key aspects to consider, accessibility, physical and psychological distances, main competitors, and their presence in the Chinese wine market. Finally, an economic and financial analysis of the feasibility of the project, a detailed analysis of the investment and the costs for the execution of this production and export plan. The feasibility of the project is determined with an internal rate of return of 33,99 % and a positive net present value of $18,160.70, which confirms the project's feasibility. This project seeks to stir up Ecuador's export offer by moving away from traditional products and focusing on products with added value.