Diseño de modelo de negocio para la Comercialización de Productos Orgánicos en la ciudad de Guayaquil
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Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo tiene como principal objetivo el desarrollar un sistema de
comercialización y distribución de productos orgánicos, a su vez conocer todas las variables
y factores que influyen en la conducta de compra de los potenciales consumidores. Este
estudio, está fundamentado en un diagnostico macro sobre la situación del mercado de
productos orgánicos a nivel mundial para obtener una idea general de las tendencias de
consumo de dichos productos para luego enfocar el estudio a nivel local. Es evidente que el
consumo de productos orgánicos ha tenido un crecimiento notable en la última década con
una tendencia al alza imparable, tendencia que ha influenciado en nuestra región desde un
enfoque productivo y de consumo, está tendencia global configura el escenario perfecto para
el emprendimiento local presentando nuevas oportunidades de mercado, consumidores más
educados en el ámbito eco ambiental, y proclives al cuidado físico y medio ambiental, unido
a políticas gubernamentales que promueven el emprendimiento se logra un macro ambiente
ideal para desarrollar negocios en el mercado de productos orgánicos. De esta manera se
elabora todo un marco teórico enfocado en el tema, así como un modelo de negocios con
todos sus componentes que servirá como guía de implementación al momento de
materializar la idea.
The main objective of this work is to develop a marketing and distribution system for organic products, in turn, to know the all variables and factors which influence the purchasing behavior of potential consumers. This study is sustained on a macro diagnosis about the worldwide market situation of organic products to obtain a general idea of these products consumption trends and then focus the study at the local level. It is evident that the organic products consumption has had a remarkable growth in the last decade with an unstoppable upward trend, a trend that has influenced our region from a productive and consumption approach, this global trend configures the perfect scenario for local entrepreneurship presenting new market opportunities, consumers more educated in the eco-environmental field, and prone to physical and environmental care, together with government policies that promote entrepreneurship, an ideal macro environment is achieved to develop businesses in the organic products market. In this way, a whole theoretical framework focused on the subject is developed, as well as a business model with all its components that will serve as an implementation guide when materializing the idea.
The main objective of this work is to develop a marketing and distribution system for organic products, in turn, to know the all variables and factors which influence the purchasing behavior of potential consumers. This study is sustained on a macro diagnosis about the worldwide market situation of organic products to obtain a general idea of these products consumption trends and then focus the study at the local level. It is evident that the organic products consumption has had a remarkable growth in the last decade with an unstoppable upward trend, a trend that has influenced our region from a productive and consumption approach, this global trend configures the perfect scenario for local entrepreneurship presenting new market opportunities, consumers more educated in the eco-environmental field, and prone to physical and environmental care, together with government policies that promote entrepreneurship, an ideal macro environment is achieved to develop businesses in the organic products market. In this way, a whole theoretical framework focused on the subject is developed, as well as a business model with all its components that will serve as an implementation guide when materializing the idea.
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Palabras clave
ALIMENTACIÓN, COMERCIALIZACIÓN DE PRODUCTOS ORGÁNICOS