Diseño de estrategias de marketing del producto manjar Doña Oti para la ciudad de Guayaquil en el año 2019
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de titulación tiene como objetivo diseñar estrategias de marketing para introducir en un nuevo mercado, los manjares Doña Oti, como productos artesanales elaborados en la ciudad de Chone, e introducirlo en la ciudad de Guayaquil en el año 2019. Se realizó una investigación de mercado mediante una encuesta, en la cual se comprobó que el manjar de leche es un producto que si es consumido en el 68% de los hogares. Con este resultado se propone la aplicación de estrategias y tácticas para el desarrollo de un nuevo mercado. Actualmente, El manjar Doña Oti tiene las mismas oportunidades de crecimiento que la de una gran empresa local o internacional. Todo dependerá de la correcta implementación para que este emprendimiento se convierta en una empresa. Los productos Doña Oti poseen cualidades hará que el producto tenga acogida en los hogares de Guayaquil.
The purpose of the present titling work is to design marketing strategies with the aim of introducing in a new market, Doña Oti delicacies, as artisan products made in the city of Chone, and introducing it in Guayaquil in 2019. Market research was conducted through a survey, in which it was found that the milk supply is consumed by 68% of households. With this result, the proposal is based on the application of strategies and tactics for the development of a new market. Currently, Manjar Doña Oti has the same growth opportunities as a large local or international company. This growth will depend on the correct implementation for this business to become a recognized company. Doña Oti products have qualities that will make the product available in the homes of Guayaquil.
The purpose of the present titling work is to design marketing strategies with the aim of introducing in a new market, Doña Oti delicacies, as artisan products made in the city of Chone, and introducing it in Guayaquil in 2019. Market research was conducted through a survey, in which it was found that the milk supply is consumed by 68% of households. With this result, the proposal is based on the application of strategies and tactics for the development of a new market. Currently, Manjar Doña Oti has the same growth opportunities as a large local or international company. This growth will depend on the correct implementation for this business to become a recognized company. Doña Oti products have qualities that will make the product available in the homes of Guayaquil.
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MARKETING, ESTRATEGIAS, PROMOCIÓN, PRODUCTOS