Estratexias de mercadotecnia de marcas globais e locais en economías en desenvolvemento: un estudo comparativo no mercado de chocolate de Ecuador

• Domingo Calvo Dopico ^[1] ; Ángel María del Castillo Puente ^[2]
  1. [1] Universidade da Coruña

     Universidade da Coruña

     A Coruña, España

     
  2. [2] EAE Business School
• Localización: Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais, ISSN-e 2255-5951, ISSN 1132-2799, Vol. 30, Nº. 4, 2021, págs. 81-100
• Idioma: gallego
• DOI: 10.15304/rge.30.4.7824
• Títulos paralelos:
  • Marketing strategies of global and local brands in developing economies: a comparative study in the Ecuadorian chocolate market
• Enlaces
  • Texto completo
• Dialnet Métricas: 3 Citas
• Resumen
  • galego

    O obxectivo deste traballo é analizar as estratexias de marca internacional no mercado do chocolate para un país en vías de desenvolvemento como é o caso de Ecuador. Destácanse dous resultados de interese. En primeiro lugar, a pesar de tratarse dun país de gran tradición cacaoteira, o cal predispón a unha preferencia por produtos ou marcas locais, Nestlé lidera o mercado do chocolate. Os principais elementos que explican este liderado fundaméntanse na implantación dunha estratexia híbrida que soubo combinar un posicionamento global para todos os mercados nos que opera coa adaptación dos seus programas de mercadotecnia ao mercado local (Ecuador). En segundo lugar, Nestlé, ademais de conseguir o recoñecemento dunha marca global, coñecida e, por tanto, de gran notoriedade, soubo adaptarse a unha economía en desenvolvemento a través da fixación de prezos competitivos, unha importante actividade promocional, unha estratexia de distribución intensiva e unha ampla gama que tamén ofrece novos produtos para diferentes segmentos como o chocolate branco con arroz crocante ou o chocolate elaborado a partir de cacao fino de Ecuador.

  • English

    The aim of this paper is to analyze international brand strategies in the chocolate market for a developing country as Ecuador. Two interesting results stand out. Firstly, despite being a country with a great cocoa tradition, which predisposes to a preference for local products or brands, Nestlé leads the chocolate market. The main elements that explain this leadership are based on the implementation of a hybrid strategy that has managed to combine a global positioning for all the markets in which it operates with the adaptation of its marketing programmes to the local market (Ecuador). Secondly, Nestlé, in addition to having achieved the recognition of a global, well known and, therefore, a great notoriety brand, was able to adapt to a developing economy through competitive pricing, significant promotional activity, an intensive distribution strategy and a wide range of products that also offers new products for different segments such as white chocolate with crispy rice or chocolate made from fine cocoa from Ecuador,

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