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http://dspace.udla.edu.ec/handle/33000/13221| Tipo de material : | bachelorThesis |
| Título : | Plan de negocio para producción y distribución de protector solar con propiedades de repelente para el segmento medio típico y medio bajo en la ciudad de Quito |
| Autor : | Colina Yánez, Macarena Belén |
| Tutor : | Navarrete Martínez, José Germanico |
| Palabras clave : | PLANEACIÓN EMPRESARIAL;PRODUCTOS DEL CUIDADO PERSONAL;INDUSTRIA DE LA BELLEZA;ANÁLISIS ECONÓMICO |
| Fecha de publicación : | 2020 |
| Editorial : | Quito: Universidad de las Américas, 2020 |
| Citación : | Colina, M. (2020). Plan de negocio para producción y distribución de protector solar con propiedades de repelente para el segmento medio típico y medio bajo en la ciudad de Quito (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | El Ecuador es un país expuesto a un nivel de radiación solar muy alta por lo cual existen casos de patologías dermatológicas que pueden derivar en cáncer. Además, por su diversidad de climas tropicales existen variedades de mosquitos que pueden trasmitir enfermedades graves que pueden ocasionar la muerte… |
| Descripción : | Ecuador is a country that is exposed to a high level of solar radiation, for this reason there are several cases of dermatological pathologies that can lead to cancer. In addition, due to its tropical ecosystems, an important vector found through a variety of mosquitoes that is widespread in these areas may transmit serious diseases or may even cause death. For this reason, there is a need for an accessible product, SUNSHINE LOVERS, which offers a double benefit for the middle and low socio economic levels with ages from 20 to 65 years old found in Quito, whose objective is to avoid dermatological and tropical diseases. The previous said, the researcher conducted a study that included several external variables which were analyzed through PEST and Porter methodologies. Proving that these factors are mostly favorable showing that this industry is adequately responding to the opportunities available. For this reason, the author performed a consumer study with exploratory and descriptive approaches to ensure acceptance. The results showed that 68.5 percent of users are willing to purchase a product that offers double protection, in addition to the benefit of handiness with a price of 12 USD, which is less than the competition. A marketing plan was also created in order to define proper strategies and a value proposition for the consumer. The findings aimed to sustain the company's philosophy through its mission, vision and objectives. To conclude, a financial analysis was carried out proving that the project is profitable, so its production and commercialization in the city of Quito is feasible. |
| URI : | http://dspace.udla.edu.ec/handle/33000/13221 |
| Aparece en las colecciones: | Licenciatura en Marketing |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TLM-2020-09.pdf | 2,38 MB | Adobe PDF | Visualizar/Abrir |
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