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| Campo DC | Valor | Lengua/Idioma |
|---|---|---|
| dc.contributor.advisor | Abedrabbo Lombeyda, Antonio Farah | - |
| dc.creator | Campoverde Herrera, Estefanía Carolina | - |
| dc.date.accessioned | 2016-06-27T17:37:03Z | - |
| dc.date.available | 2016-06-27T17:37:03Z | - |
| dc.date.issued | 2016 | - |
| dc.identifier.citation | Campoverde Herrera, E. C. (2016). Plan de negocios para el mejoramiento de bodega Estefanía (Tesis de pregrado). Universidad de las Américas, Quito. | es_ES |
| dc.identifier.other | UDLA-EC-TIM-2016-14 | - |
| dc.identifier.uri | http://dspace.udla.edu.ec/handle/33000/5154 | - |
| dc.description | The main objective of this thesis is to study the market which is currently served by “Bodega Estefanía” to know the perception of customers about the brand, and also study the supermarket market to find opportunities that allow the business to have positive results to implement a plan to reposition the brand of the company and generate a differentiation based on the sale of semi-prepared foods. To analyze the feasibility of implementing this improvement plan, a comprehensive analysis of the company was conducted to find the current strengths and weaknesses. Then a macroeconomic study analyzing the national economy, industry, political, social, environmental and legal factors was performed. Later a market study including surveys, focus groups and interviews with experts was done; this helped identify strategies. Finally a financial analysis to demonstrate the profitability of this plan getting a NPV of $ 65,975.21 and an IRR of 56 % in the financed and expected scenario was developed. The idea of improving the business has been simmering for 5 years. The owners want to achieve the creation of a successful business model that is sustainable in the long term, taking into account the expansion of large supermarket chains. | en |
| dc.description.abstract | El objetivo del presente trabajo de titulación es realizar un estudio del mercado que actualmente es atendido por Bodega Estefanía fin de conocer la percepción que tienen los clientes sobre la marca, así como también del mercado de los supermercados con el fin de encontrar oportunidades que permitan que el negocio tenga resultados positivos al implementar un plan de mejora para reposicionar el negocio y generar un valor agregado para la empresa basado en la venta de alimentos semi preparados... | es_ES |
| dc.format.extent | 163 p. | es_ES |
| dc.language.iso | spa | es_ES |
| dc.publisher | Quito: Universidad de las Américas, 2016 | es_ES |
| dc.rights | openAccess | es_ES |
| dc.subject | ANÁLISIS DE MERCADO | es_ES |
| dc.subject | PLANIFICACIÓN ESTRATÉGICA | es_ES |
| dc.title | Plan de negocios para el mejoramiento de bodega Estefanía | es_ES |
| dc.type | bachelorThesis | es_ES |
| Aparece en las colecciones: | Ingeniería en Marketing | |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TIM-2016-14.pdf | 4,08 MB | Adobe PDF |  Visualizar/Abrir |
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