Plan de negocio para la implementación de un canal de distribución nivel tres en la parroquia Ximena, sector Isla Trinitaria para Logisbarberan S.A. en el período 2019.

Abstract

The present business plan has as object of study the distribution center of LOGISBARBERAN S.A. same as this is located in the city of Guayaquil, Isla Trinitaria, whose cold chamber can reach a temperature of minus 30 ° C and also has a storage capacity of 75,000 liters. The object of the present work is to implement a distribution channel level three to increase market share and grow approximately 20% by the first year 2019. With the implementation of a new level three distribution channel it is sought that the line of Pingüino brand products have access to all the points of sale of the Ximena Parish, Isla Trinitaria sector of Guayaquil, thus allowing to have greater participation in the points where previously there was no presence, increasing favorably the sales and the opportunity of capture more points of sale in this sector. Through the applied methods, it was possible to carry out the SWOT analysis, CAME and the Ansoff matrix, the company Logisbarberan S.A. it was evidenced that there is direct or indirect competition, but if the project transcends, the selective capacity of the market could generate a differential advantage over direct competition, on the part of what its customers are today.