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http://dspace.udla.edu.ec/handle/33000/11418| Tipo de material : | bachelorThesis |
| Título : | Plan de negocio para la elaboración y exportación de salsa picante a base de tomate de árbol a Alemania |
| Autor : | Martínez Guerrero, Karoline Nicolle |
| Tutor : | Navarrete Martínez, José Germánico |
| Palabras clave : | PRODUCCIÓN ALIMENTARIA;SALSAS PICANTES;TOMATE DE ÁRBOL;EXPORTACIONES;ALEMANIA |
| Fecha de publicación : | 2019 |
| Editorial : | Quito: Universidad de las Américas, 2019 |
| Citación : | Martínez Guerrero, K. N. (2019). Plan de negocio para la elaboración y exportación de salsa picante a base de tomate de árbol a Alemania (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | En los últimos años la alimentación saludable no solo se ha vuelto tendencia, si no que se ha convertido en un hábito sobre todo en el continente europeo, en donde se encuentra Alemania, uno de los países que ha optado por el cambio de comida, la mayoría de personas se fijan en que el producto sea orgánico al momento de realizar las compras en el supermercado... |
| Descripción : | In recent years, healthy nutrition hasn Is only become a trend, if not also a habit, specially all over the European continent. Germany has changed the nutrition habits and most of the people look for organic products when visiting supermarkets and grocery stores. The main objective of this business plan is to analyze the viability of the tree tomato hot sauce is exportation to Germany. The project combines two main aspects, first the exportation of an exotic fruit that is not commonly found in the country mentioned before and second, find the right design of the product so it is accepted among the target market. The project will be carried out through several stages; first, the industry analysis using PEST and Porter’s five forces tools to define the characteristics of the macro environment such as political, economic, social and technological, as well as the micro environment and competition. As a result, an EFE matrix will be obtained where the threats and opportunities in the market will be explained. The next step is the customer research, which will be done using surveys and interviews with experts. The objective is to apply the quantitative and qualitative focus to obtain further information on German customer is behavior and preferences. The data obtained will shape the marketing plan of the project, detailing the product features, places where the product will be commercialized, promotion and price. Finally, the financial plan will reflect all the expenses and investment needed for the project. The plan will have a five-year forecast to determine if the project is profitable and generates a positive utility. |
| URI : | http://dspace.udla.edu.ec/handle/33000/11418 |
| Aparece en las colecciones: | Ingeniería en Negocios Internacionales |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TINI-2019-79.pdf | 2,23 MB | Adobe PDF | Visualizar/Abrir |
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