Modelo de negocio para introducir y posicionar un producto (galletas de máchica) mediante un sistema de perfiles basado en el modelo de conducta del consumidor, para deportistas de la ciudad de Cuenca año 2017”

Abstract

The objective of the business model was to carry out an investigation in which it could be identify three types of athlete’s profiles (Triathlon, Bodybuilding and Athletics). It can be determined based on a model of consumer behavior to introduce and position a product that has as its main ingredient the máchica. This product is recognized as a significant source of protein. In this way it will determite the most optimal profile to which marketing efforts will focus. For the analysis, a survey was conducted aimed at athletes of the Federación del Azuay who practice these disciplines, making a random selection, the hypothesis was validated using the chi-square method, as well as to determine the significance of each of the variables who were part of the survey which helped determine the profiles of athletes. After market research, a market analysis was carried out, the analysis of the value chain as well as the elaboration of the philosophical part of the company, a strategic and operational marketing plan; and finally, a financial plan to determine profitability of the project. The project needs an initial investment of 40000.00 dollars obtaining an IRR (Internal rate of return) of 19.60%; a NPV (net present value) of $ 6664.97 recovering the investment in 2 years. To conclude based on these indicators the development and investment in this project is profitable.