Plan de negocios para la Empresa de Productos Lácteos “INNOLAC”, parroquia San Juan-cantón Riobamba, año 2018

Abstract

The objective of this research work is to create a business plan to position the Brand of the dairy products company “INNOLAC” of the San Juan parish of the Riobamba canton, in order to propose marketing mix strategies, which will help promote the consumption of milk and its derivates. For which a quali-quantitative, exploratory and descriptive research is presented through the application of surveys carried out to potential clients and its partners; as well an interview guide applied to the administrator of the Ñukanchik Ñan Association, to which the company belongs and the Innolac administrator, on the behavior of the consumer in relation to the various products offered by the company; In the same way, an observation card developed in the organization to determine the conditions under which the project was initiated. During the study it was possible to show that the potential market in the city is optimal since the consumption of dairy products is very frequent taking into account the key factors for the positioning and the purchase decision; On the other hand, it was determined that quality, health and nutritional value are the factors that the riobambeño customer is looking for in a dairy product, another relevant aspect that was obtained is the consideration of stores, micro and supermarkets as a place of preference for the acquisition of said products, in virtue of which business and functional strategies are proposed such as: differentiation, competitiveness, development of new markets and communication.