Estudio de mercado para la implementación de una línea de productos para la industria de la panificación distribuidora de “Oliojoya Industria Aceitera Cía Ltda.” en Ambato

Abstract

The present research work: Market study for the implementation of a product line for the bakery industry distributor of "Oliojoya Industria Aceitera Cía Ltda." In Ambato, it aims to develop a market evaluation in order to identify possible products to be implemented depending on the preferences of the consumer and with them carry out the calculations that lead to determine the viability of the implementation of the product for the company. The methodology used is based on conducting surveys using a semi-structured questionnaire that was applied to all bakeries in the city of Ambato, which allowed obtaining real information to work on the proposal, based on the situational diagnosis through a SWOT matrix. Among the most relevant results it was obtained that: 50% of Ambato's bakeries are small, 27% medium, 19% large, in consumption behavior 100% acquire flour and yeast as the main input. With the processing of all the data the unsatisfied demand was calculated where a target market for the flour of 223,530 quintals was obtained. The proposal made was based on the development of the business plan for the new flour production line with a Net Present Value (NPV) of $ 899,810,60; an Internal Rate of Return (IRR) of 31.6%, and a cost benefit ratio (CBR) of $ 1.33. It is recommended that "Oliojoya Industria Aceitera Cía Ltda." Implement this new flour production line as there is a niche market that will generate greater profitability for the company.