Análisis de la situación actual del negocio Morita’s Cupcakes que permita incrementar las ventas en la ciudad de Guayaquil
Fecha
2017
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Universidad de Guayaquil
Resumen
El presente trabajo de investigación presenta un análisis detallado de la situación del negocio Morita’s Cupcakes, el mismo que funciona en el paseo comercial ubicado en el paso peatonal de los exteriores de la Universidad Católica de Guayaquil, sus principales productos son una diversa gama de cupcakes, caracterizados por ser totalmente personalizados al gusto del cliente y están orientados a ser originales, innovadores y únicos, el costo varía de acuerdo a las peticiones del consumidor, esta clase de pastelitos son usualmente comprados para obsequiar, como snack o sencillamente para compartirlos en familia. Morita’s Cupcakes desea incrementar sus ventas, ganar un puesto en el mercado de la repostería y que su marca sea reconocida entre las mejores de esta línea, por lo que se realizó un estudio donde se indagó los diferentes criterios de expertos y teorías para elaborar un marco teórico. Se determinó como mercado potencial a la PEA de la ciudad de Guayaquil comprendida entre las edades de 15 a 44 años, lo que representa una población de 732,172 habitantes de la cual se ha tomado una muestra aleatoria de 384 personas para hacer un análisis cuantitativo y cualitativo. Este trabajo permitirá elaborar estrategias de marketing con la finalidad de incrementar las ventas en la ciudad de Guayaquil en los siguientes años, es pertinente mencionar que la competitividad en este mercado es muy agresiva por eso la calidad del producto y la presentación son las principales factores positivos que tiene esta joven empresa como puntos a favor.
This investigation work presents a detailed analysis of business situation of Morita’s Cupcakes, which is established in the shopping promenade of the walkway in front of Universidad Católica of Guayaquil, its main products are a diverse range of cupcakes, characterized for being completely customizable to suit the client and are designed to be original, innovative and unique, the cost can vary depending on customers’ requests, this kind of cakes are usually bought to give away on special events as snack or just to share with family and loved ones. Morita´s cupcakes wish to increase sales, win a place in the market of pastries and become a recognized brand among the best in this line of production so a study where different criteria of experts and theories were investigated to develop a theoretical framework. It was determined as a potential market to the EAP of Guayaquil between the ages of 15 to 44 years, representing a population of 732.172 inhabitants which has taken a random sample of 384 people to make a quantitative and qualitative analysis. This work will develop marketing strategies in order to increase sales in Guayaquil in the following years, it is pertinent to mention that competition in this market is very aggressive so product quality and presentation are the main positive factors that has this young company as plus points
This investigation work presents a detailed analysis of business situation of Morita’s Cupcakes, which is established in the shopping promenade of the walkway in front of Universidad Católica of Guayaquil, its main products are a diverse range of cupcakes, characterized for being completely customizable to suit the client and are designed to be original, innovative and unique, the cost can vary depending on customers’ requests, this kind of cakes are usually bought to give away on special events as snack or just to share with family and loved ones. Morita´s cupcakes wish to increase sales, win a place in the market of pastries and become a recognized brand among the best in this line of production so a study where different criteria of experts and theories were investigated to develop a theoretical framework. It was determined as a potential market to the EAP of Guayaquil between the ages of 15 to 44 years, representing a population of 732.172 inhabitants which has taken a random sample of 384 people to make a quantitative and qualitative analysis. This work will develop marketing strategies in order to increase sales in Guayaquil in the following years, it is pertinent to mention that competition in this market is very aggressive so product quality and presentation are the main positive factors that has this young company as plus points
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SITUACIÓN ACTUAL, INCREMENTAR, ESTRATEGIAS, VENTAS, NEGOCIO