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Tipo de material : bachelorThesis
Título : Plan de negocios para la elaboración y comercialización de quesos burrata para hoteles, restaurantes y catering en el centro-norte de la ciudad de Quito
Autor : Puthukulangara, Jessy Mary
Tutor : Játiva Baquero, Edison Fernando
Fecha de publicación : 2018
Editorial : Quito: Universidad de las Américas, 2018
Citación : Puthukulangara, J. M. (2018). Plan de negocios para la elaboración y comercialización de quesos burrata para hoteles, restaurantes y catering en el centro-norte de la ciudad de Quito (Tesis de pregrado). Universidad de las Américas, Quito.
Resumen : El presente proyecto tiene como propósito establecer las bases de producción del queso Burrata en su conjunto de necesidades de capital, talento humano, know,how y desarrollar un plan operativo y publicitario para la efectiva introducción del producto en el mercado que comprende el servicio de hotelería, restaurantes y catering perteneciente a la ciudad de Quito...
Descripción : The purpose of this project is to establish the bases for the production of Burrata cheese in its set of capital needs, human talent, know-how and the development of an operational and advertising plan for the effective introduction of the product in the market that includes the hotel service, restaurants and catering services belonging to the city of Quito. The characteristics for the potential positioning of this cheese are framed in its peculiar filling of cream of milk, presenting a distinguished food of soft and creamy texture. Burrata cheese comes from the family of mozzarellas, and it is intended to be categorized as a gourmet cheese. During the development of this study, a situational analysis of the environment was carried out to create an approximation of the commercial panorama of the food industry in the dairy sector. The market research was dedicated to identify the factors that affect the preferences and tastes of the potential clients that participated in the information gathering process through the application of interviews, focus groups and surveys, with the objective of learning more about the market of institutional food service, and design competitive strategies that respond to the factors that affect the behavior of the target market and the threats posed by established companies to effectively overcome and entry barriers to reach a media that drives the indexes of sale. Several hypotheses were proposed in order to verify the sensitivity of demand in terms of prices, to find the characteristics that the cheese should have in its presentation, distribution mode and finally what is the most important aspect in its innovation that makes it attractive to public so that an approach to these results must be maintained for a good promotion of the food. Finally, profit margins were calculated and the short and long term measures that should be applied to obtain a viable production.
URI : http://dspace.udla.edu.ec/handle/33000/10140
Aparece en las colecciones: Ingeniería en Marketing

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