Implementación Del Modelo Canvas En El Micro Emprendimiento "Mi Masa" Dedicado A La Comercialización De Pan Vegano Sin Gluten
Fecha
2022-04
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Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
El micro emprendimiento Mi Masa se dedica a comercializar pan vegano sin gluten en la ciudad de Guayaquil. Tiene dificultades para conseguir locales comerciales que distribuyan su producto. La ausencia de un modelo de negocios permite introducir el lienzo Canvas como esquema a implementar. De tal motivo, se busca optimizar las actividades para adentrarse en el mercado y aumentar su índice de ventas. La metodología aplicada en el presente proyecto de investigación se basó en el método cuantitativo mediante el análisis de encuestas usando la escala de Likert. La muestra usada para analizar los puntos clave del proyecto fue de 152 locales comerciales de Guayaquil. Los resultados mostraron un promedio del 75% de aceptación con los términos de alianza mutua por parte de quienes distribuyen productos alimenticios orgánicos. Posterior a esto, se tomaron las realizaron análisis de matriz FODA para redactar las estrategias para generar un Marketing mix. Esta herramienta de negocios permite dirigir la propuesta de valor por los canales hacia el segmento de mercado para satisfacer una necesidad en especial.
The microenterprise Mi Masa is dedicated to marketing gluten-free vegan bread in the city of Guayaquil. You have difficulties finding commercial premises that distribute your product. The absence of a business model allows the Canvas to be introduced as a scheme to be implemented. For this reason, it seeks to optimize activities to enter the market and increase its sales rate. The methodology applied in this research project was based on the quantitative method through the analysis of surveys using the Likert scale. The sample used to analyze the key points of the project was 152 commercial premises in Guayaquil. The results showed an average of 75% acceptance with the terms of mutual alliance by those who distribute organic food products. After this, the SWOT matrix analyzes were carried out to write the strategies to generate a Marketing mix. This business tool allows directing the value proposition through the channels towards the market segment to satisfy a particular need.
The microenterprise Mi Masa is dedicated to marketing gluten-free vegan bread in the city of Guayaquil. You have difficulties finding commercial premises that distribute your product. The absence of a business model allows the Canvas to be introduced as a scheme to be implemented. For this reason, it seeks to optimize activities to enter the market and increase its sales rate. The methodology applied in this research project was based on the quantitative method through the analysis of surveys using the Likert scale. The sample used to analyze the key points of the project was 152 commercial premises in Guayaquil. The results showed an average of 75% acceptance with the terms of mutual alliance by those who distribute organic food products. After this, the SWOT matrix analyzes were carried out to write the strategies to generate a Marketing mix. This business tool allows directing the value proposition through the channels towards the market segment to satisfy a particular need.
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Palabras clave
LIENZO CANVAS, OPTIMIZAR ACTIVIDADES, AUMENTO DE VENTAS, ALIANZA MUTUA.
Citación
APA