Modelo de negocio para la exportación de productos agroindustriales al mercado brasileño: caso Cervecería Cantana, periodo 2023-2028

Abstract

Ecuador is a country with a lot of opportunities in agroindustrial sector. Lots of analysts see this industry as the future of the Ecuadorian economy due to the gigantic potential it has in the long term. Thinking about the export of Ecuadorian agroindustrial products to the rest of the world makes us feel optimism, especially when we think about the change in the Ecuadorian productive matrix, which nowadays has an enormous dependence on oil. Agribusiness and its exports represent a strong economic future for the country. According to this, a business model is proposed that allows the Cantana Company to export quality Ecuadorian craft beer to Brazil.Within the proposal we will find tariff preferences, an analysis of the conditions offered by the Brazilian market for the beer industry and Cantana's technical and operational capacity to face an export project, all of this is reflected in a marketing plan and a production that also includes a proposal to the Human Talent area. In addition, a financial study was carried out in order to determine the feasibility of the project with a 5-year view projection where we propose 2 stages in 2 different international negotiation terms such as the CIF and FOB Incoterms, resulting in a financially viable project and culminating in an export plan that includes steps to follow in terms of logistics and export requirements.