Plan de marketing para la introducción de snacks de banano al mercado Ruso
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2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El proyecto de investigación tiene como finalidad desarrollar un Plan de marketing para introducir snacks de banano Ecuatoriano al mercado potencial de Rusia. Para lo cual, es necesario conocer en una proporción el mercado productor (Ecuador) y el mercado importador Rusia. Así como, los gustos y preferencias de la población Rusa, para ello se llevó a cabo entrevistas a profundidad las mismas que se complementan con información secundaria obtenida por fuentes confiables. Dando como resultado la elaboración de un snack que conserve una textura crocante y sus sabores sean de preferencia salado y otro de dulce que contenga un aderezo de crema de queso en tamaño de presentaciones promedio respectivamente. Los mismos que serán distribuidos en paradas de buses o estaciones, tiendecillas de barrio y supermercados económicos dentro de las ciudades más importantes de Rusia, presentando adecuadas estrategias de marketing. Finalmente, se determina la viabilidad del proyecto que se encuentra proyectado en el análisis financiero.
The purpose of the research project is to develop a Marketing Plan to introduce Ecuadorian banana snacks to the potential market in Russia. For which, it is necessary to know in a proportion the producer market (Ecuador) and the importing market Russia. As well as, the tastes and preferences of the Russian population, for this in-depth interviews were carried out, which are supplemented with secondary information obtained by reliable sources. Resulting in the development of a snack that retains a crispy texture and its flavors are preferably salty and other sweet that contains a cream cheese dressing in average presentation size respectively. The same ones that will be distributed in bus stops or stations, neighborhood shops and economic supermarkets within the most important cities of Russia, presenting adequate marketing strategies. Finally, the viability of the project projected in the financial analysis is determined.
The purpose of the research project is to develop a Marketing Plan to introduce Ecuadorian banana snacks to the potential market in Russia. For which, it is necessary to know in a proportion the producer market (Ecuador) and the importing market Russia. As well as, the tastes and preferences of the Russian population, for this in-depth interviews were carried out, which are supplemented with secondary information obtained by reliable sources. Resulting in the development of a snack that retains a crispy texture and its flavors are preferably salty and other sweet that contains a cream cheese dressing in average presentation size respectively. The same ones that will be distributed in bus stops or stations, neighborhood shops and economic supermarkets within the most important cities of Russia, presenting adequate marketing strategies. Finally, the viability of the project projected in the financial analysis is determined.
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SNACK, BANANO, RUSIA, MARKETING