Estudio de mercados para un nuevo producto de la empresa Drucky a partir de los componentes del modelo Canvas en el municipio de Pamplona (Norte de Santander).

Abstract

Currently, companies must be much more competitive and more open to new markets, which is given by the need to emerge and move forward seeking customer satisfaction. That is why in this project a market study was carried out for a new product from the Drucky company located in the city of Pamplona, based on the modules of the canvas model. This project was divided into the following stages: diagnosis of the company, analysis of the environment and competition, market segmentation and consolidation of the canvas model. The diagnosis revealed the current state of the company in terms of its production capacity. In the environment and competition analysis stage, external factors were identified that could affect the production and marketing of the new product, in this case milk. In the market segmentation stage, consumer tastes and needs were identified, as well as the potential market where the product can be directed. Finally, in the consolidation stage, the added value that the product provides in each of the modules that make up the canvas model was identified. This made it possible to generate and identify the differentiating character of the product in comparison with similar ones offered in the market.