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.
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Copyright (c) 2022 Marina Imelda Terrazas-Gómez , Luisa Patricia Uranga-Valencia, Martha Armendáriz-Mendoza, Addón Palacios-Monarrez , Víctor Hugo Villarreal-Ramírez
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