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http://dspace.udla.edu.ec/handle/33000/1327| Tipo de material : | bachelorThesis |
| Título : | Plan de negocios para la creación de una empresa productora y comercialización de turrones en la ciudad de Quito |
| Autor : | Mena Andrade, Pablo Fabián |
| Tutor : | Ramírez Lafuente, Carlos Alfonso |
| Palabras clave : | PLAN DE NEGOCIO;PRODUCCIÓN;COMERCIALIZACIÓN;MARKETING |
| Fecha de publicación : | 2012 |
| Editorial : | Quito: Universidad de las Américas, 2012 |
| Citación : | Mena Andrade, P. F. (2012). Plan de negocios para la creación de una empresa productora y comercialización de turrones en la ciudad de Quito (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | L´abelle es una compañía que fabrica y comercializa turrones con ingredientes naturales y orgánicos... |
| Descripción : | L'Abelle is a company that manufactures and sells candies with natural and organic ingredients. With this product, L'Abelle has been proposed to compete in the confectionery market with a natural product, quality, and also contribute to health and nutrition of consumers. One of the main strengths of the company is called "backward integration", ie L'Abelle becomes its own raw material supplier. It also creates partnerships with its suppliers for the purpose of collaborating with their production processes to ensure quality of inputs provided. The market focus of the company, in its first stage, the Metropolitan District of Quito (DMQ), which by their socio-demographic characteristics, includes very diverse public. Under this, the company has taken the decision to launch two brands of candies: L'Abelle, addressed to the satisfaction of a segment of middle and low population, and Alicante, whose focus will be on medium-high segment of the population and high. Each line will have its own nougat marketing mix to avoid the "cannibalism" of marks, and thus cover a larger market share. The nougat made by the company L'Abelle have a number of competitive advantages over other similar products: 1) An improved formulation that prevents the cloying, 2) Its consistency does not adhere to the teeth, 3) Its main components are organic and natural, and, 4) the retail price is lower than existing products on the market, thanks to the production model of the company. For these reasons can be determined that there is a great business opportunity. Meanwhile, investors can ensure a profit margin of 26% and return on investment in about two years. |
| URI : | http://dspace.udla.edu.ec/handle/33000/1327 |
| Aparece en las colecciones: | Ingeniería en Marketing |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TIM-2012-11.pdf | TESIS A TEXTO COMPLETO | 4,73 MB | Adobe PDF |  Visualizar/Abrir |
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