Diseño de un modelo de negocios bajo la metodología Canvas, a través de la innovación de la cartera de productos en la empresa Antojitos , para posicionar la marca en el mercado de la ciudad de Loja en el período 2021

Abstract

Abstract: This research work was carried out with the objective of designing a model of business based on the Canvas methodology, for the company Antojitos , a venture of empanadas located in Loja. With the aim of offering a design proposal for a innovative business model for "Antojitos" and its positioning in the food market city ​​of Loja; The research was proposed with a non-experimental, qualitative design. exploratory and cross-sectional, where a sample of 142 people was established. Furthermore, in the diagnosis of the current situation of "Antojitos", its potential to stand out in the empanada market in Loja thanks to the authenticity of its family recipe, its focus on product quality and closeness to its customers. Finally, the proposed business model for "Antojitos" was based on innovation and quality as key aspects to create value and attract customers, which is why it is proposed to incorporate empanadas vegan and gluten-free to differentiate themselves in a competitive market with a limited supply of healthy options.