Por favor, use este identificador para citar o enlazar este ítem: http://dspace.udla.edu.ec/handle/33000/1744
Tipo de material : bachelorThesis
Título : Cadena de comercialización de frutas y verduras Mercato
Autor : Barba Albuja, Carla Patricia
Pazmiño Carrera, Sonia Lucia
Tutor : Blanco Jiménez, José Luis
Fecha de publicación : 2010
Editorial : Quito: Universidad de las Américas, 2010
Citación : Barba Albuja, C. P.; Pazmiño Carrera, S. L. (2010). Cadena de comercialización de frutas y verduras Mercato (Tesis de pregrado). Universidad de las Américas, Quito.
Resumen : Mercato es una cadena de comercialización de frutas y vegetales, ubicada en la ciudad de Quito, principalmente en tres puntos: Cumbayá, Valle de los chillos y Quito tenis, enfocada en satisfacer la creciente demanda por productos saludables orgánicos...
Descripción : Mercato is a chain of commercialization of fruits and vegetables, located in the city of Quito, principally in three mayor sales points: Cumbayá, Valley of the Chillos and Quito tennis, focused in satisfying the increasing demand for healthy (organic) products. In the chapter of environment we analyze the sector and industry in which this project will develop, for what one evaluated variables as the GDP, inflation, culture, way of life, between others. Also five forces of Porter were analyzed. After analyzing the environment and realized a market investigation, were quantitative and qualitative tools were used such us interviews to experts, Focus Group and surveys. Once obtained the results of the investigation, characteristics were defined for the products, and the service that will be offer. General conditions of the company were established as its mission, vision and values, the structure, its objectives were described by areas, the chain of value and strategic scale. In the chapter of marketing the general condition of the market was analyzed, as well as the condition of the company. On the other hand it was specified the global strategy of marketing that will be in use, as well as the specific strategies of product, price, advertising and promotion, for the clients' correct capture and positioning in the mind of the same ones. Later the financial analysis of the project was realized, there were established budgets, costs and expenses as well as projection of sales of the company, the valuation cash flow gives 222.923 dollars and one TIR of 66 %. Realized the whole meticulous analysis of the variables and evaluating the project financially, it can be conclude that the chain of commercialization of fruits and vegetables is viable, for what is recommended to put it on practice, with the support of this document.
URI : http://dspace.udla.edu.ec/handle/33000/1744
Aparece en las colecciones: Ingeniería en Negocios Internacionales

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