Diseño de un plan estratégico de marketing para la comercialización del Yogurt de Arazá en la ciudad de Guayaquil
Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En la actualidad, las personas mantienen una vida muy sedentaria, en la que se encuentra afectada la salud, debido a los malos hábitos alimenticios. El objetivo del presente proyecto es diseñar un plan estratégico para la comercialización de yogurt a base de la fruta exótica como el arazá hacia el mercado de la ciudad de Guayaquil, con la finalidad de que esta bebida pueda ser incluida en una dieta balanceada y sea reemplazada la comida chatarra por un producto que les aporte beneficios tanto naturales como medicinales a base de nutrientes, minerales y vitaminas. Las empresas que se dedican a la producción láctea en el país, han tenido una mejora en sus ventas desde el inicio del año 2017 según informe de El Comercio; por lo que, es una ventaja competitiva del que se va a aprovechar. Para determinar estas estrategias, se ha planteado realizar un estudio de mercado mediante encuesta a un total de 380 personas mayores de edad, en el que se midió su nivel de conocimiento acerca de la fruta y sus bondades, lo que se busca en un producto y lo que se espera de ella. En los resultados obtenidos, se destaca el desconocimiento total de esta deliciosa fruta; por lo que se aprovechará esta oportunidad para el ofrecimiento del yogurt de arazá. Se recomienda trabajar en un marketing más ofensivo para la propagación de este producto en toda la ciudad y conseguir que esta bebida llegue a los grandes supermercados; pero para obtenerlo, también será necesario realizar más estudios para la conservación del yogurt en su origen natural sin que afecte sus propiedades.
At present, people have a life very sedentary, in which the health is affected, due to bad eating habits. The objective of this project is to design a strategic plan for the commercialization of yogurt based on an exotic fruit as the arazá to the market of the city of Guayaquil, with the purpose, that this drink can be included in a balanced diet and the junk food is replaced by a product that contributes both natural and medicinal benefits based on nutrients, minerals and vitamins. The companies that are dedicated to the dairy production in the country, have had an improvement in their sales since the beginning of the year 2017 according to El Comercio report; therefore, it is a competitive advantage that will be taken advantage of. To determine these strategies, it has considered to realize a market research through a survey of a total of 384 older people, in which the level of knowledge was measured about fruit and its benefits, what is sought in a product and what is expected of it. In the results obtained, it can determine that exist a high level of ignorance of this delicious fruit; so, this opportunity will be used to the offer the yogurt of arazá. It is recommended to be employed at a more offensive marketing for the spread of this product in the city and get this drink to reach the big supermarkets; but to obtain it, it will also be necessary to carry out more studies for the conservation of yogurt in its natural origin without affecting its properties.
At present, people have a life very sedentary, in which the health is affected, due to bad eating habits. The objective of this project is to design a strategic plan for the commercialization of yogurt based on an exotic fruit as the arazá to the market of the city of Guayaquil, with the purpose, that this drink can be included in a balanced diet and the junk food is replaced by a product that contributes both natural and medicinal benefits based on nutrients, minerals and vitamins. The companies that are dedicated to the dairy production in the country, have had an improvement in their sales since the beginning of the year 2017 according to El Comercio report; therefore, it is a competitive advantage that will be taken advantage of. To determine these strategies, it has considered to realize a market research through a survey of a total of 384 older people, in which the level of knowledge was measured about fruit and its benefits, what is sought in a product and what is expected of it. In the results obtained, it can determine that exist a high level of ignorance of this delicious fruit; so, this opportunity will be used to the offer the yogurt of arazá. It is recommended to be employed at a more offensive marketing for the spread of this product in the city and get this drink to reach the big supermarkets; but to obtain it, it will also be necessary to carry out more studies for the conservation of yogurt in its natural origin without affecting its properties.
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DISEÑO, ESTRATEGIAS, MARKETING, YOGURT