Plan de negocios para la creación de una emrpesa productora y comercialización de turrones en la ciudad de Quito

 

Authors

Mena Andrade, Pablo Fabián

Format

BachelorThesis

Status

publishedVersion

Description

L'Abelle is a company that manufactures and sells candies with natural and organic ingredients. With this product, L'Abelle has been proposed to compete in the confectionery market with a natural product, quality, and also contribute to health and nutrition of consumers. One of the main strengths of the company is called "backward integration", ie L'Abelle becomes its own raw material supplier. It also creates partnerships with its suppliers for the purpose of collaborating with their production processes to ensure quality of inputs provided. The market focus of the company, in its first stage, the Metropolitan District of Quito (DMQ), which by their socio-demographic characteristics, includes very diverse public. Under this, the company has taken the decision to launch two brands of candies: L'Abelle, addressed to the satisfaction of a segment of middle and low population, and Alicante, whose focus will be on medium-high segment of the population and high. Each line will have its own nougat marketing mix to avoid the "cannibalism" of marks, and thus cover a larger market share. The nougat made by the company L'Abelle have a number of competitive advantages over other similar products: 1) An improved formulation that prevents the cloying, 2) Its consistency does not adhere to the teeth, 3) Its main components are organic and natural, and, 4) the retail price is lower than existing products on the market, thanks to the production model of the company. For these reasons can be determined that there is a great business opportunity. Meanwhile, investors can ensure a profit margin of 26% and return on investment in about two years.
L´abelle es una compañía que fabrica y comercializa turrones con ingredientes naturales y orgánicos. Con este producto, L'abelle se ha propuesto competir en el mercado de las golosinas con un producto natural y de calidad, y, además, aportar a la salud y nutrición de sus consumidores. Una de las principales fortalezas de la empresa es la denominada "integración hacia atrás", es decir, L´abelle se convierte en su propio proveedor de materia prima. Asimismo, crea alianzas con sus proveedores con el propósito de colaborar con sus procesos productivos para garantizar la calidad de los insumos provistos. El enfoque de mercado de la empresa, en su primera etapa, es el Distrito Metropolitano de Quito (DMQ), que por sus características socio-demográficas, engloba públicos muy diversos...

Publication Year

2012

Language

spa

Topic

PLAN DE NEGOCIO
PRODUCCIÓN
COMERCIALIZACIÓN
MARKETING

Repository

Repositorio Universidad de las Américas

Get full text

http://dspace.udla.edu.ec/handle/33000/1327

Rights

openAccess

License

openAccess