Por favor, use este identificador para citar o enlazar este ítem:
http://dspace.udla.edu.ec/handle/33000/1205| Tipo de material : | bachelorThesis |
| Título : | Análisis de factibilidad para desarrollar y comercializar una línea de alimento para perros, con marca propia de la empresa Animal PET. CIA. LTDA. En la ciudad de Quito y sus Valles |
| Autor : | Ochoa Vélez, Ricardo Xavier |
| Tutor : | Herrera Peña, Manuel María |
| Palabras clave : | PRODUCCIÓN;COMERCIALIZACIÓN;ANIMALES DOMÉSTICOS;ALIMENTACIÓN |
| Fecha de publicación : | 2011 |
| Editorial : | Quito: Universidad de las Américas, 2011 |
| Citación : | Ochoa Vélez, R. X. (2011). Análisis de factibilidad para desarrollar y comercializar una línea de alimento para perros, con marca propia de la empresa Animal PET. CIA. LTDA. En la ciudad de Quito y sus Valles. (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | El presente Plan de Negocios, corresponde a una propuesta de mejora para la empresa Animal Pet Cía. Ltda. Esta es una empresa comercializadora y distribuidora de productos veterinarios, entre los cuales se encuentran los alimentos balanceados para perros... |
| Descripción : | This Business Plan corresponds to a proposal for improving the enterprise Animal Pet Cia. Ltda. This Enterprise distributes and commercializes veterinarian products, including feed for dogs. Actually the Enterprise is the primary communication cannel between the main producers and importers and market outlets, turning it dependent of third brands and focusing efforts that will also benefit other enterprises. Author’s proposal to Animal Pet Cia Ltda. is the development and commercialization of a self owned Brand of dog feed. Thus sought to cut the dependence of brands from other companies and achieve a Backward Vertical Integration turning into owner of a feed for dogs. Ecuadorian market has an aggressive competence within this industry, so the efforts in marketing, differentiation and added value are the ones that will guarantee a successful business start-up. During the past five years there has been a market development on a growth phase with a variation of 9% for 2010. A market research is performed to determine the preferences and the factors that the prospective clients consider important when acquiring these products, finding a purchase intentionality of 84%. This allows to lay out a marketing strategy aimed to reach in the best ways to the client through efforts in sales push and developing a product that satisfies their needs. It is posed a Business Plan with low initial investment and low operational costs that aim to a minimized risk and fast return for the enterprise, achieving the breakeven point at the third operating month. Costs are diminished not using mass advertising, and focusing on specialized sales outlets that reach the client more directly and personalized. These sales outlets correspond to 48% of consumers preference. Feed for dogs that Animal Pet will offer to its customers, will be positioned on a Quality/price strategy, in which a product with improved nutritional content (better quality) against competitors’ at a lower prize is offered. Responding this way to 65% of the actual purchase motivation of the client: Nutritional Contents and Prize. Finally Business Plan cost and sales projections are analyzed and show a financial viability with an Internal Rate of return for the investor that reaches 143%. |
| URI : | http://dspace.udla.edu.ec/handle/33000/1205 |
| Aparece en las colecciones: | Ingeniería Comercial |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TIC-2011-32.pdf | 7,29 MB | Adobe PDF |  Visualizar/Abrir |
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons
