This research has as main objective “to propose differentiation strategies to improve the export of Hass avocado from Negociación Agrícola Yotita S.A. Company to Germany 2016. For this reason, it focuses on differentiation strategies of Keller & Kotler, which determine that clients can perceive a company as unique. To obtain the information, three populations have been taken into account: The staff of the Negociación Agrícola Yotita S.A. (object of study); exporting companies of Hass avocado, such as Tropical Farm S.A.C, Consorcio de Frutas Lambayeque S.A.C and Agrícola Cerro Prieto S.A. and the specialists in foreign trade issues: BA. Corvacho Valderrama Paola and Dr. Querevalú Morante Carlos, who were interviewed in detail. According to the results, differentiation strategies constitute an effective way to increase exports, applied in this research on Hass avocado from the Nego...

La presente investigación se realizó en la empresa Negociación Agrícola Yotita S.A, perteneciente al departamento de Lambayeque. Esta investigación tuvo como principal objetivo: Proponer estrategias de diferenciación para mejorar la exportación de palta Hass de la empresa Negociación Agrícola Yotita con destino a Alemania 2016”. Para ello se enfocó en las estrategias de diferenciación de Keller & Kotler, las cuales determinan que una empresa puede percibirse ante los clientes como único. Para obtener la información necesaria para el desarrollo de la investigación se utilizó tres poblaciones: Colaboradores de la empresa Negociación Agrícola Yotita S.A (organización objeto de estudio) ; empresas exportadoras de palta Hass: Tropical Farm S.A.C, Consorcio de Frutas Lambayeque S.A.C y Agrícola Cerro Prieto S.A; por último los especialistas en temas de comercio exterior: ...

The present research had as main objective: To propose differentiation strategies to improve the export of avocado Hass from the company Agrícola Agrícola Yotita destined to Germany 2016 ". To do this, it focused on the differentiation strategies of Keller & Kotler, which determine that a company can be perceived by customers as unique. To obtain the information it has taken into account three populations:, which are the following : The collaborators of the company Negociación Agrícola Yotita SA (organization under study); Hass avocado exporters, such as Tropical Farm S.A.C, Fruit Consortium Lambayeque S.A.C and Agrícola Cerro Prieto S.A; And finally specialists in foreign trade issues: Lic. Paola Corvacho Valderrama and Dr. Carlos Querevalú Morante, who were given the Interview Guide in depth. According to the results, it is concluded that the differentiation strategies consti...