Market development of products derived from quince (Cydonia oblonga) in Delicias, Chihuahua
DOI:
https://doi.org/10.47808/revistabioagro.v10i1.400Keywords:
Strategy, distribution ducts, marketing, local competition, creft productsAbstract
In this project, it was possible to develop a market development plan for the company that produces and markets products derived from quince, thus being the main products to be marketed in an artisanal way, the cajeta, the wine and the packaging of said fruit. It was carried out through a market study conducted in the population of the City of Delicias, Chihuahua; where the sample was 115 households, carrying out a strategic market plan and a Strengths, Opportunities, Weaknesses and Threats (SOWT), analysis, where the advantage over commercial products and the segmentation of the competing market were obtained, as well as the development of the logo and brand of the product. as favorable responses for marketing. The most favored product is the cajeta with 65%, since it is the best known product on the market; With regard to wine and quince packaging, there is an opportunity for market growth given that 8% and 13%, respectively, of those surveyed have consumed them. Therefore; the distribution channel was assigned and a promotional campaign was launched.
Downloads
References
Baca, Urbina G. (2016). Evaluación de proyectos. Mc Graw Hill. Consultado en: file:///C:/Users/52639/Downloads/Evaluacion_de_Proyectos_7ma_Ed_Gabriel_B.pdf
Carrera Morales, M; Galán Saúco, V; González Torres, F; Hidalgo Fernández-Cano, L; Maroto Borrego, J.V.; Mateo Box, J.M.; Navarro Fortuño, J.; De la Puerta Castellon, J.; Rojo Hernández, C y Zaragoza Adriaensens, S. (2005). Prontuario de Agricultura y Cultivos Agrícolas. Ediciones Mundi-Prensa; 1er edición, Madrid, España; 976 páginas. https://doi.org/10.15381/idata.v16i1.6421
Cevallos Condo, B. G. (2016) Elaboración de licor de membrillo para la aplicación en la mixiología. Escuela Superior Politécnica de Chimborazo. Consultado en: http://dspace.espoch.edu.ec/handle/123456789/11251 https://doi.org/10.29018/978-9942-823-19-9
Díaz, E., Lozano, G. (2019). Retos y tendencias en el sector agropecuario en México. EY Latín América North. Consultado en: https://www.ey.com/es_mx/consumer-products-retail/retos-y-tendencias-en-el-sector-agropecuario-en-mexico. https://doi.org/10.20983/noesis.2015.2.10
González, J. (2014) Innovación y calidad como estrategias gerenciales para empresas de servicio. Revista electrónica de Gerencia Empresarial, Vol 6 (2): 43-51. Consultado en: http://ojs.urbe.edu/index.php/coeptum/article/view/1728
Armstrong, G., Kotler, P. (2001). Principles of Marketing.: Prentice Hall. 8ª: Reino Unido ,785 páginas.
INEGI. (2020). Instituto Nacional de Estadísticas y Geografía. Consultado en: www.inegi.org.mx/sistemas/tabulados.
Malotra, N. K. (2008). Investigación de mercados. Un enfoque aplicado. 5a ed. Pearson Educación. México.
Moyano Catillejo, L.E. (2015). Plan de Negocios. Ed. Macro. Lima, Perú. Consultado en: https://www.sba.gov/guia-de-negocios/planifique-su-empresa/redacte-su-plan-de-negocios. https://doi.org/10.20511/usil.thesis/9474
Hernández Rodríguez, O. A.; Arras Vota, A. Ma.; López Díaz, J.C.; Navarro Trejo, C.; Calderón Puente, Ma. C. (2013). Diagnóstico del cultivo de membrillo en el municipio de Allende, Chih. Revista Mexicana de Agronegocios, vol. 33: 496-50317 Consultado en: https://www.redalyc.org/pdf/141/14127709010.pdf
Salazar Martínez, O., & López Escobedo, A. (2006). Manual de Prácticas para el procesamiento de frutas. Memorias de capacitación, Fundación Produce Sinaloa, A.C. Nayarit, México , 32 páginas: Consultado en: https://docplayer.es/8707007-Manual-de-practicas-para-el-procesamiento-de-frutas.html. https://doi.org/10.2307/j.ctt1zgwmmb.4
Segura Mugía, S. & Torres Ripa, J. (2009). Historia de las plantas en el mundo antiguo. Consejo Superior de Investigaciones Científicas, Universidad del Duesto, Bilbao, España. 480 paginas. Consultado en: https://tiendahusqvarna.com/blog/arbol-del-membrillo/ https://doi.org/10.3989/ris.2007.07.13
Servicio de Información Agroalimentaria y Pesquera (2022). Secretaria de Agricultura y Desarrollo Rural. Expectativas de Producción Agropecuaria y Pesquera. (Documentos). Consultada en: https://www.gob.mx/siap/documentos/expectativas-de-produccion-agropecuaria-pesquera. https://doi.org/10.1787/9789264030275-es
SIAP. (2018). Secretaria de Agricultura, Ganadería, Desarrollo Rural, Pesca y Alimentación. Consultado en: www.siap.gob.mx https://doi.org/10.32870/cer.v0i118.7067
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Marina Imelda Terrazas-Gómez , Luisa Patricia Uranga-Valencia, Martha Armendáriz-Mendoza, Addón Palacios-Monarrez , Víctor Hugo Villarreal-Ramírez
![Creative Commons License](http://i.creativecommons.org/l/by/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution 4.0 International License.
The works are under a Creative Commons Atribution 4.0 Internacional License
You are free to Share (copy and and redistribute the material in any medium or format) and Adapt the work (remix, transform, and build upon the material) for any purpose, even commercially under the following terms:
Attribution: You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.