“ANÁLISIS DE LA COMPETITIVIDAD DEL AMARANTO ECUATORIANO EN ALEMANIA”

Abstract

Amaranth is a plant that is cultivated in Ecuador mainly in the provinces in the highlands. This plant is usually marketed as both consumption grain or as a seed. Currently, market trends have shown an increase in the demand for amaranth; this has led to an increase in the number of producers becoming a highly competitive market. However, the volume of production usually overcomes the limit of what can be marketed at national level, therefore, the present work was focused on analyzing the competitiveness of Ecuadorian amaranth for its commercialization toward Germany, for which it was applied a explanatory- descriptive research, making use of statistic data, analytic tools and interviews with producers of amaranth and executives of the Coordinating Ministry of Production, Employment and Competitiveness, with which it was able to obtain relevant information for the feasibility of exporting Amaranth to Germany.