La Competitividad en la Comercialización de las Empresas Frutícolas del Soconusco, Chiapas.

Abstract

In the context of a globalized economy, effective marketing of fruit products is crucial for sustainable development, ensuring fair prices for producers and consumers. However, in Mexico, the marketing of fruit products faces challenges such as the need to improve quality, add value and specialize regionally. To boost economic recovery, it is essential to implement long-term strategies and policies that address the shortcomings of the fruit sector.

This paper analyzes the marketing competitiveness of fruit companies in the Soconusco region of Chiapas. Competitiveness is evaluated as a dependent variable, while quality, price, innovation, certifications and distribution channels are considered independent variables. A measurement instrument was used and interviews were conducted with fruit company managers.

The main objective is to determine the factors that influence the competitiveness of the fruit industry in the Soconusco region of Chiapas, focusing specifically on the Ataulfo mango production chain. The research seeks to answer the central question: "What are the marketing factors for the competitiveness of the fruit industry in the Soconusco region of the state of Chiapas, specifically the Ataulfo mango production chain?

This research aims to identify areas for improvement in the commercialization of fruit products, providing valuable information for the design of policies and strategies that promote competitiveness and sustainable growth in the fruit industry of the region.