Plan de negocio de una bebida refrescante saludable, a base de maracuyá y stevia, en la ciudad de Guayaquil
Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El mercado de bebidas refrescantes, hoy en día, no dispone de suficientes bebidas naturales saludables, por ende, se comercializan bebidas con ciertos aditivos e ingredientes químicos perjudiciales para la salud, con el afán de incrementar el deseo de adquisición del producto por parte de los consumidores, sin tomar en consideración las enfermedades crónicas que puedan ocasionar, como lo son la diabetes tipo 2, la obesidad y la gota. La bebida refrescante y natural a base de maracuyá, permitirá mejorar notablemente la salud de sus potenciales consumidores, ya que es alta en minerales, como el hierro, magnesio, fósforo, potasio, cobre; posee gran cantidad de vitaminas A, C, B2, B3, B6 y ácido fólico, así como también, carece de ingredientes químicos y colorantes, debido principalmente, a que contiene sustancias antioxidantes que favorecen el metabolismo, protegen de cáncer, ayuda a bajar de peso, entre otros beneficios a la salud. La investigación permitió analizar que un 65% de los encuestados estarían dispuestos a consumir una bebida natural refrescante y nutritiva a base de maracuyá y stevia, preparada industrialmente, puesto que, representa una bebida saludable, de calidad, buen sabor y aroma, a bajo costo. La preferencia a consumo por bebidas naturales, representa, según la encuesta, un 35%, debido principalmente, a los beneficios para la salud.
La formulación de la bebida nutritiva y saludable a base de maracuyá y stevia; considera un proceso productivo industrializado riguroso, basado en indicadores de calidad que permitan asegurar la calidad del producto final. En tanto que, para el posicionamiento se utilizarán estrategias diferenciadoras de marketing cuyos resultados económicos y financieros se evaluaron de manera satisfactoria.
Palabras claves: Beneficios para la salud, inocuidad, indicadores de calidad, evaluación económica, niveles de ventas.
Today, the soft drinks market does not have enough healthy natural drinks, therefore drinks are marketed with certain additives and chemical ingredients harmful to health, in an effort to increase the desire of purchase by consumers without taking into account the chronic diseases that can cause, such as type 2 diabetes, obesity and gout. The refreshing and natural-based passion fruit, beverage allow significantly improve the health of their potential consumers, as it is high in minerals such as iron, magnesium, phosphorus, potassium, copper; has lots of vitamins A, C, B2, B3, B6 and folic acid, as well as, no chemical ingredients and colorants, due mainly it contains antioxidants that promote metabolism, protect against cancer, helps lose weight, among other nutritional benefits. The investigation analyze that 65% of respondents would be willing to consume a refreshing and nutritious natural drink based on passion fruit and stevia prepared industrially, since it represents a healthy drink, quality, good taste and aroma, low cost . While there is a consumer preference for natural drinks, represented by 35%, mainly due to health benefits. The formulation of nutritious and healthy drink made of passion fruit and stevia; considers a rigorous industrialized production process, based on quality indicators that ensure the quality of the final product. Whereas, for positioning differentiating marketing strategies will be used whose economic and financial results were evaluated satisfactorily.
Today, the soft drinks market does not have enough healthy natural drinks, therefore drinks are marketed with certain additives and chemical ingredients harmful to health, in an effort to increase the desire of purchase by consumers without taking into account the chronic diseases that can cause, such as type 2 diabetes, obesity and gout. The refreshing and natural-based passion fruit, beverage allow significantly improve the health of their potential consumers, as it is high in minerals such as iron, magnesium, phosphorus, potassium, copper; has lots of vitamins A, C, B2, B3, B6 and folic acid, as well as, no chemical ingredients and colorants, due mainly it contains antioxidants that promote metabolism, protect against cancer, helps lose weight, among other nutritional benefits. The investigation analyze that 65% of respondents would be willing to consume a refreshing and nutritious natural drink based on passion fruit and stevia prepared industrially, since it represents a healthy drink, quality, good taste and aroma, low cost . While there is a consumer preference for natural drinks, represented by 35%, mainly due to health benefits. The formulation of nutritious and healthy drink made of passion fruit and stevia; considers a rigorous industrialized production process, based on quality indicators that ensure the quality of the final product. Whereas, for positioning differentiating marketing strategies will be used whose economic and financial results were evaluated satisfactorily.
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INDICADORES BEBIDA SALUDABLE, ESTRETEGIA DE MERCADO, RENTABILIDAD, BENEFICIO PARA LA SALUD