In this thesis the development, implementation and results of the market study that seeks to measure the commercial feasibility of panettone in the district of Trujillo explained. A description of the business idea was made, formulation of a marketing plan, analysis of an operating plan; description of the administrative structure; Description of financial management and economic evaluation of the project. item information was collected in the local environment. The tool applied was the survey, which showed us a detailed view of our target audience: the openness to new experiences, their habits and their preferred places to buy your product. Besides the existing demand for panettone in the district of Trujillo it was determined. Could identify points for product distribution and marketing possible price. In addition, an advertising and promotion plan that allows positioning our brand in ...