Investigación de mercado para implementar un café gourmet en la ciudad de Quevedo periodo 2010 - 2011.

The present study was conducted to determine the feasibility of implementing a gourmet coffee in the city of Quevedo and thus providing quality service to citizens quevedeña. For above was conducted fieldwork where according to data taken according to the latest publications and housing census conducted by the INEC (National Institute of Statistics and Censuses) take a target population The population that we have is of 167997 inhabitants in 2010 (Designed according to the census of 2001) in the city of Quevedo but our target population is people aged 30 to 60 years (as surveys), this is 5601, according to calculations made in table statistics and data detailed above, was taken as 182.92 conducting basic surveys rounding the 200 (sample) using a confidence level of 90% and a margin of error of 0.06% (Six percent), Z = 1.65 For the preparation of the questionnaires were considered various aspects of studies, because good design displayed situation where the market is, the more times influx, services and especially the consumer needs determine the most appropriate sector for the implementation of coffee gourmet. This also helped to determine: 1. Users consumption of gourmet coffee service (customers / year) 2. The projected demand for gourmet coffee service (Customers / year) 3. Projected market demand and supply of the project available (Customers / year) 4. Fixed investment and depreciation 5. Investment in intangibles 6. Amortisation of intangibles 7. investment in working capital 8. Summary of total investment 9. Replacement investment 10. Classification of costs by 2010 11. Determine average variable cost by 2010 12. Projection of revenues, costs and benefits 13. Calculating the breakeven point - year 2010 14. Capital Cost 15. Calculation of debt service 16. Payment of interest and loan repayment 17. Project cash flow 18. Cash Flow Investor 19. IGV 20. Project cash flow 21. Cash Flow Investor All this information will form part of the marketing plan, production and Financing plan that helps us determine the feasibility of project, it is positive because it has an IRR of 53% and 20295 VAN demonstrating that the project should be implemented I must say that the proposed promotional plan on the one hand help make known the location and the services it provides, as well as go penetrated into the public quevedeña to find a safe place relaxation and place of meetings and gatherings. You can determine the segment potential is the citizenship of both sexes aged between 26 and 60 years For the above guarantee the feasibility of creating coffee Gourmet in the city of Quevedo and recommends that locate the funding required to implement such a coffee and help in Somehow economic and social development of our city.

• المؤلف الرئيسي: Jiménez Carreño, Diana Carolina (author)
• التنسيق: bachelorThesis
• اللغة: spa
• منشور في: 2011
• الموضوعات: estudio de mercado; factibilidad; plan promocional; segmentos de mercados
• الوصول للمادة أونلاين: http://repositorio.uteq.edu.ec/handle/43000/2154