Estudio de mercado para el programa de producción, transformación, comercialización y promoción del consumo de la quinua y sus derivados

Abstract

The present investigation mainly called market research for the Production, Transformation, Marketing and Promotion program of quinoa consumption and its derivatives, is intended to make a diagnosis of the quinoa production chain, in turn to know the actors involved in the value chain process and the implementation of marketing strategies to increase the consumption of this cereal. The methodology used was based on population surveys, the results which, through a general analysis, determined that due to great ignorance and lack of publicity, there is no massive consumption of quinoa. The proposal contains a SWOT analysis, which allowed to know the current situation of the company, to obtain an accurate diagnosis for decision making, a Strategic Matrix, EFE Matrix which helped to synthesize and evaluate information in different aspects, therefore, it was determined the key opportunities and threats the organization has and the IFE Matrix helped summarize and evaluate the most important strengths and weaknesses. The marketing mix in which everything the company may accomplish was included in order to influence the demand of the product, this step was carried out with the purpose of an improvement in terms of the product, place, price and promotion so that there is a massive consumption of the native product in the case of quinoa. It is concluded that the proposed strategies will serve as a reference for the implementation of the market study, which will help increase profitability. It is recommended to implement the exposed degree paper, as the established parameters have confirmed that the project will help to improve the consumption of quinoa and will serve as a guide for better decision making and income increase.