Market strategies for the export of Hass avocado from Peru

This paper analyzes the commercial opportunity of Hass avocado (Persea americana) in the American market and proposes market strategies to strengthen the participation of Peruvian exporters and increase profitability from 2020. It is a non-experimental, descriptive-explanatory research of quantitative paradigm. The results of the research show that avocado producers in the region of La Libertad in Peru have great qualities with respect to the quality and productivity of avocado with yields above 10 tons per hectare, are the best nationally in production of Hass avocado for export. On the other hand, exporters require marketing strategies that allow them to adapt to current trends in the U.S. food market in order to grow with their companies and improve their profitability. The research concludes with the generation of a marketing and market expansion plan according to the current trends of the target market. Thus, a projected NPV of 3.1 million USD is achieved at an IRR of 93 percent, which indicates profitability.