Diseño de una estrategía de marketing para aumentar las exportaciones chilenas de trucha arcoiris (oncorhynchus mykiss) a la República Federal de Alemania
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Archivos
Fecha
2001
Autores
Profesor/a Guía
Facultad/escuela
Idioma
es
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Andrés Bello
Nombre de Curso
Licencia CC
Licencia CC
Resumen
El consumo de pescado en Alemania ha aumentado considerablemente en los últimos años
y actualmente ha alcanzado los 15 Kg per cápita al año. Principalmente son consumidos
pescados marinos. El consumo de pescado de agua dulce es estimado en aproximadamente
un kilogramo per cápita al año.
Debido a que los pescados de agua dulce alcanzan un mayor precio en el mercado que los
pescados marinos, la ganancia neta generada con su venta supera a la obtenida mediante
estos últimos.
La trucha arcoiris junto a la carpa es la especie que alcanza los mayores precios en la
República Federal Alemana ya que es el pescado dulceacuícola más popular.
Actualmente ocupa el tercer lugar en cuanto a cantidad consumida de todos los pescados.
Sin embargo, la producción alemana de pescado no es capaz de cubrir la demanda del país,
por lo cual este se ve obligado de abastecerse mediante importaciones.
En el caso de la trucha arcoiris la producción alemana cubre apenas el 50% de la demanda
de la población.
Los productos de trucha que son ofrecidos por el mercado alemán, independiente de que si
son importados o provenientes de la producción nacional, generalmente son poco
elaborados con excepción de los productos ahumados.
Sin embargo, en la última década surgió, no solamente en Europa si no a nivel mundial, la
tendencia de que el consumidor exige cada vez más productos que son de fácil y rápida
preparación; ya que en una sociedad en la cual es posible observar un aumento marcado de
mujeres profesionales, como de hogares constituidos por personas solteras, se destina poco
tiempo a la preparación de alimentos.
Es por esta razón que la venta de productos altamente elaborados sobre la base de pescado,
como por ejemplo paté, ensaladas, hamburguesas, productos enlatados etc. constituyen un
nuevo segmento en el mercado de alimentos de la sociedad moderna y probablemente de
importancia creciente ya que cumple con las necesidades anteriormente mencionadas
exigidas cada vez más por el consumidor contemporáneo.
A pesar de que numerosos estudios de mercado realizados en los últimos años indican que
los productores alemanes deberían darle más importancia al rubro de los productos
altamente elaborados debido a las ganancias significativas que fueron obtenidas con su
venta, aún se le ha prestado poca atención y solamente algunos centros productores los
ofrecen al consumidor en cantidades bastante restringidas.
Surge la pregunta si para un país como Chile, que en la actualidad es el primer productor y
exportador de trucha a nivel mundial, seria posible aumentar su participación en el mercado
alemán mediante la oferta de una amplia gama de productos, altamente elaborados y de
precios económicos que responden a las necesidades del consumidor moderno.
The total fish consumption in the Federal German Republic has increased considerably in the last few years. At present, the German population consumes 15kg per capita each year, being the main consumption seawater fish. The estimated annual consumption of freshwater fish is 1 kg per capita app. Y et freshwater fish is more profitable than seawater fish, as the commercial prices for freshwater species are higher than those of seawater species. Trout and carp are the two freshwater species that show the highest prices on the German fish market, being the trout the most popular of all freshwater species. Presently, trout is the third most consumed fish of all the fish species offered at the German market. However, since the German production cannot provide for the country's fish demand, this market is dominated by imports. The German production of trout hardly covers 50% of the demand for this species. In general, trout products offered at the German fish market, either imported or German in origin, are little processed. The most sophisticated method of processing freshwater fish for a marketable end product is hot smoking. Nevertheless, during the last decade both in Europe and throughout the world an increasing demand for easy-to-prepare products has been observed; basically, due to the increased number of employed women and one-person-households in modero society, much less time is being spent in preparing food. Consequently, prepared fish products like paté, salads, hamburgers, caned products etc. can be considered a new segment of the modero food market. Probably, this segment will be increasingly important as it meets all the needs of the contemporary consumer. A number of market studies made in recent years point out that German trout producers should become aware of the importance of processed products as a consequence of the considerable sale profits gained. Nevertheless, at present only a few German producers sell these products in small amounts to the consumers. The question is why the efforts of a country like Chile, the most important producer of trout worldwide, are not devoted to increase its market participation in Germany by offering a variety ofprepared products to meet the needs ofthe modem consumers.
The total fish consumption in the Federal German Republic has increased considerably in the last few years. At present, the German population consumes 15kg per capita each year, being the main consumption seawater fish. The estimated annual consumption of freshwater fish is 1 kg per capita app. Y et freshwater fish is more profitable than seawater fish, as the commercial prices for freshwater species are higher than those of seawater species. Trout and carp are the two freshwater species that show the highest prices on the German fish market, being the trout the most popular of all freshwater species. Presently, trout is the third most consumed fish of all the fish species offered at the German market. However, since the German production cannot provide for the country's fish demand, this market is dominated by imports. The German production of trout hardly covers 50% of the demand for this species. In general, trout products offered at the German fish market, either imported or German in origin, are little processed. The most sophisticated method of processing freshwater fish for a marketable end product is hot smoking. Nevertheless, during the last decade both in Europe and throughout the world an increasing demand for easy-to-prepare products has been observed; basically, due to the increased number of employed women and one-person-households in modero society, much less time is being spent in preparing food. Consequently, prepared fish products like paté, salads, hamburgers, caned products etc. can be considered a new segment of the modero food market. Probably, this segment will be increasingly important as it meets all the needs of the contemporary consumer. A number of market studies made in recent years point out that German trout producers should become aware of the importance of processed products as a consequence of the considerable sale profits gained. Nevertheless, at present only a few German producers sell these products in small amounts to the consumers. The question is why the efforts of a country like Chile, the most important producer of trout worldwide, are not devoted to increase its market participation in Germany by offering a variety ofprepared products to meet the needs ofthe modem consumers.
Notas
Tesis (Ingeniero en Acuicultura)
Palabras clave
Trucha Arco Iris, Marketing