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http://dspace.udla.edu.ec/handle/33000/10138| Tipo de material : | bachelorThesis |
| Título : | Plan de negocios para la producción y comercialización de pasta sin gluten para celiacos en la ciudad de Quito |
| Autor : | Romero Carrera, Andrés David |
| Tutor : | Gallardo Herrera, Milton Eduardo |
| Palabras clave : | PRODUCCIÓN ALIMENTARIA;DIETA SIN GLUTEN;PASTAS;QUITO-ECUADOR |
| Fecha de publicación : | 2018 |
| Editorial : | Quito: Universidad de las Américas, 2018 |
| Citación : | Romero Carrera, A. D. (2018). Plan de negocios para la producción y comercialización de pasta sin gluten para celiacos en la ciudad de Quito (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | Este proyecto trata sobre la producción y comercialización de pasta sin gluten bajo el nombre de Glutti... |
| Descripción : | Celiac disease is the one that affects a small portion of the population, which does not allow these people to have a common diet. This pathology refers to allergy to gluten, a protein found wheat, rye, barley, oats, and among other ingredients related to traditional diets. A business opportunity is located in a growing market which has not been exploited, in which there are not products or brands that stand out or lead and in which there is evidence of the lack of sufficient variety of offered products. This project is about the production and commercialization of gluten-free pasta under the name of Glutti. Below are key aspects that support the viability of the project. With the analysis of the macro environment, it is observed that there are good reasons for the project to be a reality such as: the aid from the Government to small businesses, the industry growth year after year of gluten-free products in terms of consumption and the increasing participation of industry in GDP, in addition to others that are listed throughout the project. Through the use of the EFE matrix are the most important factors to determine weaknesses and threats. To study potential customers, both qualitative and quantitative tools were used, which helped to determine the tactics to be taken in the marketing plan. In the elaboration of the plan, the “focus” strategy was selected after analyzing the frequency of purchase, type of favorite pasta, place of purchase (supermarkets), the price accepted by segment, media and promotions favorite, obtained from the customer and market research. Finally, financial analysis was performed with projections for five years, where factors such as inflation, growth of the industry, sales projected along with their costs and related expenses were included. Valuation analysis tolos were used as the VAN and TIR which, together with the financial indices, show that the project is viable |
| URI : | http://dspace.udla.edu.ec/handle/33000/10138 |
| Aparece en las colecciones: | Ingeniería en Marketing |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TIM-2018-22.pdf | 3,38 MB | Adobe PDF | Visualizar/Abrir |
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