Mercados estratégicos para la promoción del aceite de oliva virgen español
Abstract
La selección de mercados prioritarios es una cuestión clave para cualquier empresa que decida vender parte de su producción en el exterior. Asimismo, resulta fundamental, la determinación de tales mercados, para aquellas instituciones nacionales encargadas de la promoción comercial en el extranjero. Este trabajo analiza, en primer lugar, las características que identifican al mercado mundial de aceite de oliva y, en segundo término, concreta un proceso sistemático para que pequeñas y medianas empresas españolas productoras de aceite de oliva virgen, que conforman un sector estratégico de la economía nacional, puedan centrar su actividad internacional en aquellos mercados con mayor potencial, de manera que consigan maximizar la rentabilidad empresarial, sin derroche de recursos innecesarios.
ABSTRACT
The selection of priority markets is a key question for any firm which decides to sell a part of its production abroad. Also, it is fundamental to the determination of such markets for those national institutions which have taken charge of commercial promotion abroad. This work analyzes, firstly, the characteristics that identify the world olive oil market and, secondly, sets down a systematic process for the selection of export markets on the part of the small virgin olive oil producers that form a strategic sector of the Spanish economy, thereby allowing them to focus their international activities into those markets with more potential so that they are able to maximize their profitability without wasting unnecessary resources.
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