Modelo de negocio para la comercialización de una línea de productos alimenticios bajos en calorías, orientado al segmento mujeres de la ciudad de Cuenca

Abstract

This model will bring greater knowledge and insight to the food industry on the opportunities it presents, as well as identifying the behavior of women in the city of Cuenca with respect to the consumption of low calorie foods, from a systemic approach that will integrate all the necessary elements to develop to successfully enter to a market. Through this study, the feasibility of marketing a low-calorie food product line is projected, depending on the needs of the clients, being directed at the segment of women aged 20 to 44 years residing in the city of Cuenca. For this analysis we conducted a survey and a women's focus group in the city who are within the profile established for the project, being able to determine the price requirement, demand, as well as tastes or likes and preferences of the same. Both of the research carried out, like the economic and financial analysis, determined that this model is profitable as soon as an IRR of 32% is obtained, being attractive, since for every dollar invested in the project, it's estimated that $0.32 will be recovered