Plan de negocio para la comercialización de helados artesanales y saludables en la ciudad de Manta.

Abstract

The objective of this business plan is to create a company dedicated to the production and marketing of healthy artisanal ice cream in the city of Manta. This initiative arose from the identification of a business opportunity, evidenced by the growing interest in consuming healthy food products and the demand for alternatives to traditional ice cream. The market study conducted confirms the existence of a high demand for healthy artisanal ice cream in the city of Manta. This population segment is primarily comprised of women and men between the ages of 18 and 60, who are looking for consumption options that satisfy their tastes and nutritional needs. Direct competitors have been identified in the market, such as artisanal ice cream shops and franchises that offer similar products. However, it has been determined that our company's value proposition, based on the use of fresh, natural ingredients and healthy sweetener options, will allow us to differentiate ourselves in the market and capture a significant consumer segment. To attract customers and position the brand, marketing strategies focused on promotion through digital media, including social media, influencer marketing, and online advertising campaigns, will be implemented. This will also be complemented by traditional marketing strategies such as radio, outdoor advertising, and sales promotion.