Propuesta de estrategia para el posicionamiento de chocolates orgánicos de pequeños productores ecuatorianos en el mercado noruego.

Abstract

The objective of this thesis is to propose a strategy for small producers to position their organic chocolates in the international market of Norway. The methodology used for the development of this research is non-experimental, with a mixed approach, and the interview was used as a tool for collecting primary data. The theoretical foundation is based on Rita Gunther's Transitory Competitive Advantage and the Positioning Model by Al Ries & Jack Trout. Regarding the individual exportable supply of organic cocoa from Yaguachi, Ecuador, it has a limited quantity. Therefore, the implementation of an associative model dedicated to the production and export of organic chocolate is proposed. Two main competitors in Norway stand out: Fjak Chocolate and Vigdis Rosenkilde. Norwegian consumer preferences for organic products are based on quality, well-being, sustainability, and traceability. To achieve market positioning, a model is proposed with the aim of penetrating the consumer's mind through differentiation, environmental care, storytelling, and cultural connection.