Plan de comercialización de salsas, especias y condimentos en la provincia de El Oro.

Abstract

The present project was developed in order to determine the feasibility of marketing a new brand of cold sauces, spices and condiments directed to the Horeca channel of the province of El Oro through a market study designed and structured for the target market, with the support of scientific articles that provide reliable information and align to obtain quality work and scientifically supported, aimed at obtaining a solid content that allows to integrate a business plan with unique strategies to focus the business opportunity that exists in the market, was determined and segment the market which has the conditions of constant development mainly in cities with a greater number of food establishments such as Machala, Sta. Rosa. Pasaje, El Guabo and Piñas, the business is designed under the premise of ensuring a quality of unique and personalized attention. Analyze the current market target to which the project is directed through a market study properly structured and focused to identify the needs and demands of the Horeca channel of the province, the results clearly define real indicators that will help to make objective, clear decisions , concrete, realizable, on time and grounded in the context of the target market, a formal and informal market where it will be directed with a great presence of technical assistance to promote and market a new brand developed and focused for the Horeca channel. A business idea was developed aligned with the results obtained in the market study carried out in the target market of the province, its raison d'être of the company is determined to successfully market a brand of sauces, spices and condiments, the brand and its product that will be offered in the market are adjusted and attached to a reality based on the study conducted, the competitive advantage of the business model that will allow the product to be more competitive and reach the level of market penetration required to optimize the performance of the enterprise, giving that plus that every business model needs to face the brands and companies positioned, it defines the optimal and profitable marketing channels to develop business relationships that promote lasting relationships that over time will grow and achieve to be fine-tuned with our customers and positioning of the brand. Finally, the feasibility study describes the feasible results to undertake the project and determine the needs of tools, structure and supplies required by a project of this magnitude to be at the forefront of business innovation. The financial feasibility study that reflects the profitability of the business and gives the visibility of which the project is viable and profitable in the short, medium and long term, the operational feasibility study that details the structure to be used in accordance with the needs of the market, according to the operational functions of the project and the environmental feasibility study that describes the socio - environmental link of the project and the community, the synergy of the productive model with the market capable of promoting sustainable and sustainable work in relation to the environment.