Estudio de viabilidad de mercado para la comercialización de una empresa dedicada a la producción de bebidas lácteas tradicionales con cereales insignes del departamento de Córdoba
Fernández Sáez, Andrea | 2021-10-11
The constant evolution in food marketing in recent decades, such as changes in the target audience, the way it is sold, marketing and the current great competition for any food, has led to the implementation of new production techniques and sale of the products that we have known throughout our lives, such as beverages of cultural origin, which is why we seek to address a market study, acceptance and possible sustainability over time of the commercialization of traditional dairy beverages known as chichemes and caraqueñas. The purpose of this work is to evaluate the market viability for the commercialization of traditional milk based drinks with cereals of a company dedicated to the production of the same in the department of Cordoba. Traditional milk based drinks show the customs of the Cordoba region, which with the introduction of artificial products (such as sodas, tea and artificial juices) have relegated the value and popularity of the drinks that our past generations used to drink, so it becomes an opportunity to preserve the cultural gastronomic heritage. Therefore, the design of a product that responds to this problem is a great opportunity, which needs to analyze its viability in the traditional milk based drinks market, under appropriate design of marketing strategies with a mix of product, price, place and promotion, according with an estimated sales projection in horizon planned.