Estretegias de comercialización para la introducción, distribución y posicionamiento del manjar de fréjol en la Ciudadela Kennedy vieja de la Ciudad de Guayaquil durante periodo 2016- 2020
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Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El modelo de negocios tiene como propuesta ofertar en el mercado guayaquileño
exclusivamente en zona norte de la urbe un manjar de fréjol a precio accesible al
consumidor y con beneficios nutricionales para la salud. Actualmente, en el
segmento del manjar de fréjol no existen productos de similares que sean tomados
como competencia directa del producto, sin embargo a nivel de manjares existen
presentaciones con diferentes insumos como por ejemplo el manjar de leche
elaborado y distribuido por Industrias Lácteas Toni. A nivel global se evidenció que
los emprendedores que se dediquen exclusivamente a elaborar y comercializar el
producto puede presentar desventajas al poco tiempo de la puesta en marcha,
representado por la inexperiencia que se tiene al realizar un producto artesanal, otra
variable es el precio unitario reducido de cada unidad producida y la habilidad que
tenga el administrador para cubrir costos fijos. Sin embargo a pesar de ser un
producto nuevo el manejo de una publicidad efectiva puede otorgar la oportunidad
para ganar la preferencia del mercado, pero se sugiere que no se ataque directamente
a la competencia o se discrimine algún producto sustituto del mercado debido a que
los competidores pueden emprender planes de publicidad agresiva a través de
canales de comunicación más influyentes como son radio y televisión que puede
dar una mala imagen sobre el producto ofrecido
The business model presented as guayaquileño product introduction to market exclusively on the Old Citadel Kennedy to a delicacy of bean accessible to the consumer and nutritional health benefits price. Currently there are no competing products at the industry level, however there are delicacies level presentations with different inputs such as dish of milk produced and distributed by Toni Dairy Industries. The disadvantages found in the business model were the inexperience you have to make a handmade product, second lowest price is intended to offer thereby decreasing the contribution margin to cover fixed costs and also demand small potential which it suggested financial expand product distribution to other sectors of the north with the help of street vendors. However despite being a new product management effective advertising can provide the opportunity to gain market preference, but it is suggested not to attack directly exposed to competition or a substitute product market discriminates because competitors are larger economically speaking generating the risk of implementing a policy of prices below the market value of the product and thus an upcoming exit the market.
The business model presented as guayaquileño product introduction to market exclusively on the Old Citadel Kennedy to a delicacy of bean accessible to the consumer and nutritional health benefits price. Currently there are no competing products at the industry level, however there are delicacies level presentations with different inputs such as dish of milk produced and distributed by Toni Dairy Industries. The disadvantages found in the business model were the inexperience you have to make a handmade product, second lowest price is intended to offer thereby decreasing the contribution margin to cover fixed costs and also demand small potential which it suggested financial expand product distribution to other sectors of the north with the help of street vendors. However despite being a new product management effective advertising can provide the opportunity to gain market preference, but it is suggested not to attack directly exposed to competition or a substitute product market discriminates because competitors are larger economically speaking generating the risk of implementing a policy of prices below the market value of the product and thus an upcoming exit the market.
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Palabras clave
MANJAR, FRÉJOL, KENNEDY VIEJA, PRODUCCIÓN