Estrategias para mejorar la competitividad del Arándano Colombiano en el mercado internacional

Abstract

The purpose of this study was to analyze and propose a series of strategies to make the Colombian blueberry more competitive in terms of international marketing. For this, the research was carried out based on the four levels of systemic competitiveness of Klaus Esser, examining under the meta and micro levels how it is that Colombia has favorable conditions for production, such as a favorable climate and an adequate geographical position to cultivate blueberries throughout the year, has not yet managed to establish itself as one of the countries with considerable volumes of production and marketing. Likewise, the competitive conditions that Colombia has to make its blueberry competitive were analyzed within the framework of Esser's macro and meso levels. As a result of the research, some strategies were proposed from the meta and micro levels of Esser for the production of blueberries in Colombia and for their growth in international trade and under the macro and meso levels, other strategies were exposed so that the Colombian blueberry is more competitive internationally. This made it possible to observe that the cultivation of blueberries, although it is growing, can seek more opportunities to improve production techniques, marketing and thus position itself or project itself in the future worldwide as one of the coveted countries of international markets in terms of from exportation.