Estudio técnico y de mercado para la comercialización de productos lácteos de la Compañía Lactubones en la ciudad de Cuenca

Abstract

This paper is based on a technical market research for Lactojubones company which is engaged with the process of milk in the city of Cuenca, its capital comes from the Government of Azuay (one million dollars) and cooperative partners (400 thousand dollars properties). This is known as mixed investment. The main goal of this company is to value milk producers along the river Jubones as a plus providing a sustainable option for the local development through the elaboration of quality milk products that are traded and high demanded by the local market. The main problems that have been found until this moment are: - Lack of technical assistance - Lack of product marketing - Retailers that pay lower prices from the current market for their products. After analyzing the problems described above, the necessity of starting a bench marketing of the dairy products that the company "LATJUBONES" offers to the city is clear.