Estudio de factibilidad para la creación de canales de comercialización para emprendedores de productos con valor agregado en la ciudad de Loja, año 2024

Abstract

Abstract: The feasibility study for the creation of marketing channels for entrepreneurs of value-added products in the city of Loja aimed to assess the viability of implementing new marketing channels in 2024. The research focused on analyzing market demand, technical and operational feasibility, as well as the economic and financial aspects related to the creation of these channels. Surveys conducted with local entrepreneurs identified the barriers and opportunities to improve their access to appropriate markets. The results indicated an unmet demand, making the implementation of new channels viable, which would contribute to strengthening the competitiveness of entrepreneurs and local economic development. The recommendations provided were aimed at optimizing the commercial and logistical structure of entrepreneurs, creating a more efficient and sustainable environment for marketing their products. This work contributed to project management by offering a practical model for designing and implementing marketing channels tailored to the needs and characteristics of the local market.