Launching of a new lacteal product: demand estimation

Abstract

In the present work, a study is carried out to estimate the demand which a national lacteal company can obtain of a new line of yogurts with probiotic. This study is prepared through the historical information of sales provided by the firm, with regard to different products framed within the denominated fermented milks. First of all, the percentage of the market that the company can catch in the different regions from the country is determined. At the second hand, and on the basis of this percentage, the volumes of sales in each region are estimated. As conclusion of the study, can be said that is beneficial to the company to incorporate a new line of products, because introduces it in a new segment of businesses. Then, this strategy positions it in a better way and contributes to improve its image of the actuality and modernity, without attempt against other lines of products. Finally, but not less important, the economics expectations will increase during new regions of commercialization were included.