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Tipo de material : bachelorThesis
Título : Plan de mejoramiento para la empresa UNIONPET Company en la ciudad de Ambato
Autor : Carvajal Ramírez, Rodrigo Sebastián
Tutor : Cadena Mejía, Eduardo Javier
Palabras clave : PLANEACIÓN EMPRESARIAL;AMBATO-ECUADOR
Fecha de publicación : 2015
Editorial : Quito: Universidad de las Américas, 2015
Citación : Carvajal Ramírez, R. S. (2015). Plan de mejoramiento para la empresa UNIONPET Company en la ciudad de Ambato (Tesis de pregrado). Universidad de las Américas, Quito.
Resumen : El presente trabajo de titulación, tiene un enfoque hacia la industria de mascotas en Ecuador la cual se encuentra en una etapa de crecimiento y con una tendencia potencial hacia la comercialización de alimentos y accesorios para mascotas...
Descripción : This paper titling is focus on the pet industry in Ecuador which is in a growth phase and a potential trend towards the commercialization of food and pet accessories. UnionPET Company is located in Ambato city and has 23 years of experience in the pet industry, focusing these last 15 years in a specialized channel that is taking shape in the city. UnionPET has an extensive infrastructure, market knowledge, broad product portfolio and differentiating strengths that have enabled it to compete and be pioneers in the industry. Currently the pet industry is in a stage of growth to 12% according to experts, further selling pet food in Ecuador step 40MM in 2011 to 67MM in 2015, demand for pet food this taking shape in the industry. The opportunities in the pet industry is reflected in the growth and cultural change of people towards the holding of a pet as a family member, according to analysis 4 out of 10 families have pets an interesting market that is evolving and taking form in the country. The objective set for the job titling focuses on increasing sales 18% UnionPET at the point of sale. Segmentation was developed in the city of Ambato in strategic areas with no sample type probalistic for convenience, it was considered a population of 15 to 65 years with features aimed at the pet and family members. In addition to market research survey in the city of Ambato and direct observation at the point of sale to UnionPET can make decisions on certain parameters was performed. The proposed strategies were focused on three points: a commercial alliance with the municipal shelter in the city of Ambato, loyalty of internal and external customers at the point of sale and the development of a campaign of e-commerce. The financial analysis was based on sales growth for UnionPET at the point of sale, they raised three scenarios: optimistic, realistic and pessimistic of which can highlight that for an optimistic and realistic scenario NPV and IRR are positive, profits Total UnionPET company to grow to 29% in the optimistic scenario realistic scenario 19% and 2% in a pessimistic. The present study is an important tool to give visibility to industry opportunities, help to meet the needs of buyers, the approach UnionPET must take to continue growing profitably and take action to weaknesses and threats.
URI : http://dspace.udla.edu.ec/handle/33000/4461
Aparece en las colecciones: Ingeniería en Marketing

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