Estudio de prefactibilidad de la elaboración y distribución omnicanal de galletas gourmet en Tegucigalpa
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Date
2025-11-06
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
Esta investigación analizó la viabilidad de un proyecto favorable para la introducción de galletas gourmet en Tegucigalpa, sustentado en hábitos de consumo consolidados y una alta disposición de los consumidores hacia productos diferenciados, artesanales y de calidad superior. Si bien los supermercados mantienen relevancia, se destaca el crecimiento de canales digitales y tiendas especializadas, lo que hace indispensable una estrategia de venta multicanal. La baja competencia directa en este segmento representa una oportunidad para posicionar una marca con enfoque Premium, accesible y de alto valor percibido. Desde el punto de vista operativo, se identifican como prioritarios el uso de ingredientes de alta calidad, la diversificación de sabores tanto clásicos como innovadores y la inclusión de opciones saludables. Estos elementos deben integrarse a una oferta coherente y constante, apalancada por una estructura logística eficiente y enfocada en garantizar frescura y presentación atractiva, los consumidores están dispuestos a pagar entre L 30 y L 70 por unidad, valorando más la calidad que el precio. Además, la viabilidad de un modelo de venta omnicanal, combinado con un margen de ganancia proyectado del 30%, respalda la factibilidad económica del proyecto y proyecta un crecimiento sostenible en un mercado en expansión.
This thesis analyzed the feasibility of a favorable project for the introduction of gourmet cookies in Tegucigalpa, supported by established consumption habits and a high willingness among consumers to purchase differentiated, artisanal, and high-quality products. While supermarkets remain relevant, the growth of digital channels and specialized stores stands out, making a multichannel sales strategy essential. The low direct competition in this segment represents an opportunity to position a brand with a premium, accessible focus and strong perceived value. From an operational standpoint, the use of high-quality ingredients, the diversification of flavors both classic and innovative and the inclusion of healthier options are identified as priorities. These elements must be integrated into a coherent and consistent offering, supported by an efficient logistics structure focused on ensuring freshness and attractive presentation. Consumers are willing to pay between L 30 and L 70 per unit, prioritizing quality over price. Additionally, the feasibility of an omnichannel sales model, combined with an estimated profit margin of 30%, supports the economic viability of the project and suggests sustainable growth potential in an expanding market.
This thesis analyzed the feasibility of a favorable project for the introduction of gourmet cookies in Tegucigalpa, supported by established consumption habits and a high willingness among consumers to purchase differentiated, artisanal, and high-quality products. While supermarkets remain relevant, the growth of digital channels and specialized stores stands out, making a multichannel sales strategy essential. The low direct competition in this segment represents an opportunity to position a brand with a premium, accessible focus and strong perceived value. From an operational standpoint, the use of high-quality ingredients, the diversification of flavors both classic and innovative and the inclusion of healthier options are identified as priorities. These elements must be integrated into a coherent and consistent offering, supported by an efficient logistics structure focused on ensuring freshness and attractive presentation. Consumers are willing to pay between L 30 and L 70 per unit, prioritizing quality over price. Additionally, the feasibility of an omnichannel sales model, combined with an estimated profit margin of 30%, supports the economic viability of the project and suggests sustainable growth potential in an expanding market.
Keywords
(Comercializadora, Gourmet, Omnicanal, Rentabilidad, Viabilidad