The Ansoff matrix and the internationalisation of cocoa associations in El Oro

Abstract

Currently, internationalization is a key factor for the growth of cocoa associations in El Oro, because it allows access to other target markets and improve production capacity. The Ansoff matrix can be a strategic guide to expand and diversify the existing exportable supply in new markets to meet international demand, these strategies can improve the local economy of the province. Creating additional value for cocoa and generating additional income to small cocoa producers, having a satisfactory knowledge for their traditional products, contributing income to the country's balance of trade. However, they face challenges in the international market, especially because domestic producers only export cocoa in raw material and thus there is a lack of knowledge in the application of effective matrices to promote internationalization. However, there is a need to innovate in existing markets and in new markets that have not yet been penetrated in order to access new market segments that generate better economic profitability for the associations in the province. The objective of the research is to achieve the internationalization of cocoa associations in El Oro to diversify the exportable supply through the use of the Ansoff matrix. The methodology used was descriptive with a qualitative approach, using the Ansoff matrix.