Puyana Giraldo, RafaelFernández Sáez, AndreaMuñoz de la Rosa, Daniela Marcela2021-10-122021-10-122021-10-11https://repositorio.unicordoba.edu.co/handle/ucordoba/4665The 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.RESUMEN .......................................................................................................................................... 10ABSTRACT .......................................................................................................................................... 10INTRODUCCIÓN ................................................................................................................................. 11OBJETIVO GENERAL ........................................................................................................................... 13OBJETIVOS ESPECIFICOS .................................................................................................................... 131. IDEA ........................................................................................................................................... 131.1. GENERACIÓN DE LA IDEA .................................................................................................. 131.2. ESTÁNDAR DEL PRODUCTO ............................................................................................... 151.2.1. Materia Prima e Insumos .......................................................................................... 151.2.2. Maquinaria y Equipo Requerido ................................................................................ 161.2.3. Mano de Obra Necesaria ........................................................................................... 201.2.4. Diagrama de Proceso ................................................................................................ 221.2.5. Empaque ................................................................................................................... 252. NATURALEZA DEL PROYECTO .................................................................................................... 272.1. PROCESO CREATIVO .......................................................................................................... 272.2. TIPO DE PROYECTO ........................................................................................................... 272.3. NOMBRE DE LA EMPRESA ................................................................................................. 282.4. DESCRIPCIÓN DE LA EMPRESA .......................................................................................... 292.4.1. Tipo de Empresa ........................................................................................................ 292.4.2. Ubicación y Tamaño de la Empresa .......................................................................... 292.5. MISIÓN DE LA EMPRESA.................................................................................................... 312.6. VISIÓN DE LA EMPRESA ..................................................................................................... 312.7. OBJETIVOS DE LA EMPRESA .............................................................................................. 312.8. VENTAJAS COMPETITIVAS ................................................................................................. 332.9. PRODUCTOS Y/O SERVICIOS DE LA EMPRESA ................................................................... 342.10. CALIFICACIONES PARA ENTRAR AL ÁREA ...................................................................... 342.11. APOYOS ......................................................................................................................... 353. ANALISIS GLOBAL DEL ENTORNO .............................................................................................. 363.1 MEDIO SOCIAL Y CULTURAL .............................................................................................. 363.2 MEDIO ECONÓMICO ......................................................................................................... 393.3 MEDIO TECNÓLOGICO ....................................................................................................... 443.4 MEDIO POLÍTICO – LEGAL ................................................................................................. 453.5 MEDIO ECOLÓGICO ........................................................................................................... 463.6 ANÁLISIS DE VIABILIDAD ................................................................................................... 473.7 ANTECEDENTES ................................................................................................................. 483.8 DESCRIPCIÓN DEL PROYECTO ........................................................................................... 484. MERCADO .................................................................................................................................. 494.1 INVESTIGACIÓN DE MERCADOS ........................................................................................ 494.1.1. Definición de Objetivos de la investigación del mercado ......................................... 494.2. JUSTIFICACIÓN................................................................................................................... 494.3. ANÁLISIS DEL SECTOR ........................................................................................................ 514.4. ANÁLISIS DEL MERCADO ................................................................................................... 604.4.1 Diseño Metodológico ....................................................................................................... 604.4.2 Muestra ............................................................................................................................ 614.4.3 Fecha De Realización ........................................................................................................ 624.4.4 Resultados del Estudio ..................................................................................................... 624.4.5 Análisis de viabilidad ........................................................................................................ 794.5. ANÁLISIS DE LA COMPETENCIA ......................................................................................... 804.5.1. Amenaza de los nuevos competidores ..................................................................... 804.5.2. El poder de negociación de los proveedores ............................................................ 804.5.3. La amenaza de productos y servicios sustitutos ....................................................... 804.5.4. Poder de negociación de los clientes ........................................................................ 814.5.5. Rivalidad de la competencia actual ........................................................................... 814.6. ESTRATEGIAS DE MERCADO .............................................................................................. 834.6.1. Concepto del Producto .............................................................................................. 834.6.2. Estrategias de Distribución ........................................................................................ 854.6.3. Estrategias de Precios ............................................................................................... 864.6.4. Estrategias de Promoción .......................................................................................... 874.6.5. Estrategias de Comunicación .................................................................................... 884.6.6. Estrategias de Servicios ............................................................................................. 894.6.7. Presupuesto de Mezcla de Mercadeo ....................................................................... 904.6.8. Estrategias de Aprovisionamiento ............................................................................ 914.6.9. Investigación y Desarrollo ......................................................................................... 925. PROYECCION DE VENTAS .......................................................................................................... 925.1. PROYECCION DE VENTAS .................................................................................................. 925.2. POLÍTICA DE CARTERA ....................................................................................................... 956. CONCLUSIONES ......................................................................................................................... 967. BIBLIOGRAFÍA ............................................................................................................................ 978. ANEXOS ................................................................................................................................... 100application/pdfspaCopyright Universidad de Córdoba, 2021Trabajo de grado - Especializacióninfo:eu-repo/semantics/openAccessAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)Gastronomía culturalBebida lácteaTradiciónIdiosincrasiaCultural cuisineMilk-based drinkCustomIdiosyncrasies