Producción y comercialización de mermelada de uvilla en la Ciudad de Guayaquil como un Aporte social a Agricultores de la Provincia de Imbabura, Año 2016.
Fecha
2017
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Universidad Estatal de Guayaquil Facultad de Ciencias Administrativas
Resumen
Este estudio se basó en la producción y comercialización de mermelada de uvilla en la ciudad de Guayaquil como un aporte a los agricultores de la provincia de Imbabura, al año 2016, específicamente el cantón Cotacachi el cual posee un elevado índice de pobreza a pesar de los altos potenciales del mismo, especialmente en la agricultura. Como objetivo se plantea el diseño de un plan de comercialización partiendo del análisis del mercado destino, el cual es la ciudad de Guayaquil además de la factibilidad del cantón Cotacachi para producir el producto mencionado, evidenciando en la recolección de datos realizada a un total de 384 personas tomadas como referencia del total de la población de la ciudad de Guayaquil se pudo conocer que existe una gran predisposición de las personas hacia el consumo del producto propuesto endulzado con stevia en envase de vidrio con presentación de 300 gramos, siendo Gustadina la principal competencia aunque no existe en el medio un producto con las mismas características que el propuesto siendo una gran ventaja. Las estrategias de promoción propuestas estuvieron enfocadas en dar a conocer los beneficios del producto, a su vez se determinó que el precio del producto sería de $1,85 requiriendo una inversión de $ 86.722,34 para este proyecto recuperándola al segundo año de operaciones de la empresa "Conservas Exóticas" con su mermelada "NutriUvilla".
This study was based on the production and marketing of uvilla jam in the city of Guayaquil as a contribution to the farmers of the province of Imbabura, to the year 2016, specifically the canton Cotacachi which has a high poverty rate despite the High potentials, especially in agriculture. The objective is to design a marketing plan based on the analysis of the destination market, which is the city of Guayaquil in addition to the feasibility of the canton Cotacachi to produce the product mentioned, evidencing in the data collection performed a total of 384 People taken as a reference of the total population of the city of Guayaquil could be known that there is a great predisposition of the people to the consumption of the proposed product sweetened with stevia in glass container with presentation of 300 grams, being Gustadina the main competition although There is not in the middle a product with the same characteristics that the proposed one being a great advantage. The proposed promotion strategies were focused on publicizing the benefits of the product, in turn it was determined that the product price would be $ 1,85 requiring an investment of $ 86,722.34 for this project recovering it to the second year of operations of the Company "Canned Exotic" with its "NutriUvilla" jelly.
This study was based on the production and marketing of uvilla jam in the city of Guayaquil as a contribution to the farmers of the province of Imbabura, to the year 2016, specifically the canton Cotacachi which has a high poverty rate despite the High potentials, especially in agriculture. The objective is to design a marketing plan based on the analysis of the destination market, which is the city of Guayaquil in addition to the feasibility of the canton Cotacachi to produce the product mentioned, evidencing in the data collection performed a total of 384 People taken as a reference of the total population of the city of Guayaquil could be known that there is a great predisposition of the people to the consumption of the proposed product sweetened with stevia in glass container with presentation of 300 grams, being Gustadina the main competition although There is not in the middle a product with the same characteristics that the proposed one being a great advantage. The proposed promotion strategies were focused on publicizing the benefits of the product, in turn it was determined that the product price would be $ 1,85 requiring an investment of $ 86,722.34 for this project recovering it to the second year of operations of the Company "Canned Exotic" with its "NutriUvilla" jelly.
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PRODUCCIÓN, COMERCIALIZACIÓN, ADRICULTORES, ASOCIACIÓN