Diseño de un plan de mercadeo y comercialización para las frutas deshidratadas fragaria vesca fresa y malus domestica manzana en la ciudad de riobamba.

Abstract

The present research work has as objective to elaborate a marketing plan and dried fruits and apple commercialization in Riobamba city and so to increase its production and productivity. To realise the research it was used the descriptive methodology using the direct observation technique and the validated surveys application by the alpha coefficient of Cronbach; directed to potential clients of supermarkets, grocery stores, and naturist stores; distributed in northern, south and centre zones of Riobamba city, where the factors that affect the dried fruit commercialization like the flavour’s poor quality, strawberry and apple snack’s inadequate presentation were known, also, a logotype design and the package tag used to the dried fruit were carried out, in this case it is a polypropylene bag where it will be vacuum packaging with a weight of 75 grams for each package, it was used a programme for the designs Adobe Illustrator. It was realised a current analysis of dried fruit commercialization, market study, marketing plan, operational plan where it was determined the unsatisfied demand to cover, being this 60, 00%. With the financial study it was determined that the incomings for 2019 year will be of 179.810, 04 dollars, the obtained Net Present Value is of 158.200, 19 dollars, positive value, and greater than zero; an Internal Rate Of Return of 34, 14%; cost-benefit relationship of 1, 25 dollars; for each invested dollar the SNACK ADDICT company has a profit of 25 cents; I conclude that the marketing plan and dried fruit and apple commercialization is feasible. I recommend to put in practice the present study in a way that based on the basis of the income statement the exercise's net profit is of 24.141, 69 dollars; the financial evaluation may increase the dried fruit and apple production, increasing and improving the generated profitability.