Investigación de mercados para la creación de una red de puntos de venta de la empresa “Mi Pan Pastelería” en Ibarra

Abstract

The general objective of this degree project was to conduct market research to create a network of points of sale for the company "Mi Pan Pastelería" in Ibarra. The development of this document was proposed due to the existence of a problem detected as the long distances of distribution of the product to other areas, excess production and other aspects that led to know the need to establish new points of sale, for the development of research was taken into account basic concepts such as: market research, market segmentation, points of sale, then defined the methodology to be developed with a mixed approach in this case quantitative based on data tabulation and qualitative based on consumer trends, once these aspects were determined we proceeded to the presentation of the proposal which was basically to establish four strategic points for the distribution of products: the first two points of production and marketing located in "Los Ceibos" and in the park "Pedro Moncayo", the third and fourth point only for product distribution in "La Victoria" and "Universidad Técnica del Norte", with the implementation of these points of sale it is expected that at the end of the first year there will be a profit of $ 36. 387.96 on the other hand, within the risk analysis, the NPV gives us a result of 133,802.34 and IRR of 83%. In conclusion, according to these results, it can be determined that the alternative presented is viable for the expansion of the company, for which it is recommended to the company's general manager to carry out adequate promotion and publicity of these points to achieve the proposed goals.