Modelo de negocio para la línea garden en el posicionamiento de la empresa Agrotechna S.A. de la Ciudad de Guayaquil
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Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo tiene como finalidad el desarrollo de un nuevo producto de la Compañía Agrotechna S.A. denominado línea Garden, con el objetivo de poder contribuir para cuidado y crecimiento de jardines en general, debido a que en el mercado ofrecen productos concentrados en envases muy pequeños, pero sin el asesoramiento técnico para que el propio usuario haga diluciones para la aplicación. Por todos estos factores se determina así, que hay una oportunidad de una línea de jardinería que esté lista para aplicar de tal forma que el cliente tenga la facilidad de sacar un sello de seguridad e inmediatamente logre aplicar el producto, sin riesgos, sin gastar mucho tiempo, y sobre todo sin contacto con la piel o contaminación.
Se propone la apertura de la línea tomando en cuenta las características de los consumidores donde se va a enfocar la línea en desarrollo:
Departamento y casas cada vez más pequeñas con áreas verdes más bien de forma común y muy poca área verde interna.
Plantas normalmente en macetas pequeñas y medianas (capacidad de 2 a 10 litros)
Gustos por plantas específicas como pueden ser plantas con flor, follajes, orquídeas, bonsái, cactus, etc.
Plagas comunes como cochinilla, áfidos, hormigas caracoles
Enfermedades comunes como hongos y bacterias
The present work aims to the development of a new product of the company Agrotechna S.A. called the Garden Line, with the objective to contribute to care and growth of gardens in general by an individual user. The market currently offers care and growth additive products concentrated in very small containers, but without technical advice to allow an individual user to make dilutions for the application. We believe that the aforementioned factors determine that there is an opportunity to introduce a ready use gardening care and growth additive line which provides the general consumer the ease of immediately applying the product without nuisances, spending a lot of time, and above all safe to use without contact to the skin or pollution to the environment. We propose the opening of the Garden Line taking into account the characteristics of consumers with the following factors to focus in the development of the product line: Consumer homes are subject to smaller living spaces with more common areas with shared maintained vegetation and less green areas within the home. Usually plants in small pots and medium (2 to 10 liter capacity). Specific plant selections e.g. plants with flower, foliage, orchids, bonsai, cacti, etc. most commonly purchased by the general consumer. Common foliage plagues e.g. cochineal, aphids, ants, snails. Common foliage diseases such as fungi and bactery.
The present work aims to the development of a new product of the company Agrotechna S.A. called the Garden Line, with the objective to contribute to care and growth of gardens in general by an individual user. The market currently offers care and growth additive products concentrated in very small containers, but without technical advice to allow an individual user to make dilutions for the application. We believe that the aforementioned factors determine that there is an opportunity to introduce a ready use gardening care and growth additive line which provides the general consumer the ease of immediately applying the product without nuisances, spending a lot of time, and above all safe to use without contact to the skin or pollution to the environment. We propose the opening of the Garden Line taking into account the characteristics of consumers with the following factors to focus in the development of the product line: Consumer homes are subject to smaller living spaces with more common areas with shared maintained vegetation and less green areas within the home. Usually plants in small pots and medium (2 to 10 liter capacity). Specific plant selections e.g. plants with flower, foliage, orchids, bonsai, cacti, etc. most commonly purchased by the general consumer. Common foliage plagues e.g. cochineal, aphids, ants, snails. Common foliage diseases such as fungi and bactery.
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MODELO DE NEGOCIO PARA LA LÍNEA GARDEN, POSICIONAMIENTO DE LA EMPRESA AGROTECHNA