Estrategias comerciales que potencialicen la exportación de gulupa (Passiflora edulis) al mercado suizo

Abstract

The main objective of this research is to carry out an analysis of the strengths that Colombia has as an exporter of passion flowers, more precisely of the gulupa, towards the Swiss market to determine what is the advantage it has over other exporting countries and establish strategies that enhance the production and later the export of gulupa to the Swiss market. During the research process, 3 specific objectives are set which will reveal the most suitable strategies to potentiate the production of gulupa towards the Swiss market. The research was carried out through a qualitative, non-experimental approach methodology, where information was obtained to know the behavior of the fruit and vegetable market in Colombia and thus be able to establish different strategies which would help significantly to increase the production of gulupa in Colombia having as a market main to Switzerland, such as the implementation of environmental seals, foreign investment, the modernization of Colombian agriculture, the derivation of the gulupa to generate added value and meet a demand that is not only supplied by fresh fruit.