Plan de negocios para la creación de una heladería a base de goma arábiga y sabores exóticos en la ciudad de Quito
- Format
- BachelorThesis
- Status
- publishedVersion
- Description
The thesis project corresponds to the creation of an ice cream shop dedicated to the production of ice creams based on arabic gum and exotic flavors in the city of Quito. Within industry analysis it was found that in the coming years, Ecuador will have a growth in per capita consumption of ice cream, which is an attractive advantage to enter the market. Market research was able to express the preferences associated with the consumption of ice cream in the city of Quito; the information collected was the key to create the strategic framework of the ice cream shop. The target market for this business is people within 5 to 64 years old of socioeconomic status A, B and C+ of northern Quito. Surveys and a focus group helped to determine the acceptance of ice creams based on arabic gum and exotic flavors in the target market. The strategy of brand positioning and differentiation are fundamental part of the business; the service experience is the key factor to achieve an ideal market position. These strategies are reflected inside marketing and operation efforts that aim to create an emotional bond with customers through consumption of traditional ice creams. Financial indicators of this business plan in a normal stage shows sustainable profitability through the periods of project analysis. Is important to mention that the demand of the business plan was obtained through market research and that information helped build all the financial pillars to launch the business. Within the chapters development can be observed the analysis of the commercial and financial viability that the business plan presents and contributes to the achievement of the objectives and hypotheses raised.
El presente trabajo de titulación trata sobre la creación de una heladería dedicada a la producción de helados artesanales a base de goma arábiga y sabores exóticos en la ciudad de Quito. Mediante el análisis de la industria se pudo comprobar que en los próximos años, Ecuador tendrá un crecimiento en el consumo per cápita de helados, lo cual supone una ventaja atractiva para ingresar al mercado. La investigación de mercados supo manifestar los gustos y preferencias relacionados con el consumo de helados dentro de la ciudad de Quito; esta información recopilada fue clave para la creación del marco estratégico de la heladería. El mercado objetivo para este negocio son las personas de 5 a 64 años de edad de NSE A, B y C+ del norte de la ciudad de Quito…
- Publication Year
- 2014
- Language
- spa
- Topic
- FORMACIÓN DE EMPRESAS
HELADERÍAS
BARRIO LA REPÚBLICA-QUITO
- Repository
- Repositorio Universidad de las Américas
- Get full text
- http://dspace.udla.edu.ec/handle/33000/1370
- Rights
- openAccess
- License
- openAccess