According to Sergio Rattner, Lean Enterprise Institute (2006), as stated by Eliyahu M. Goldratt, a constraint is any factor that prevents organizations from getting more of what they aspire to, which is usually profit. This theory states that every organization must have one or more constraints that prevent it from achieving its goals. It is a methodology for identifying the most limiting factor that prevents an organization from achieving its objectives. This theory takes a scientific approach to improvement. It takes into consideration the end goal of an organization and helps the organization achieve its goals by providing a powerful set of tools. Tools include the Five Phases of Focus (methodology for identifying and eliminating constraints), Process Thinking (tool for analyzing and solving problems), Throughput Accounting (a method for measuring performance and guiding management decisions) . The best thing about this theory is that it prioritizes improvements by eliminating the challenges an organization faces. The central concept according to Eliyahu M Goldratt published by Sergio Rattner, Institute for Lean Enterprises (2006) of this theory is that every activity has a constraint and can only be improved when the constraints are improved. The five-step process as defined by Goldratt in his book The Goal and published by Sergio Rattner, Lean Enterprise Institute (2006) as a process that the change agent can use to strengthen the weakest link or link. And it is as follows Identifying the constraints themselves · Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Decide how to exploit the constraint: Goldratt instructs the change agent to get as much capability as possible from a constraining component without undergoing expensive modifications or upgrades Subordinate everything else - The unconstrained component of the system must be adapted to a setting that allows constraints to work most effectively. After everything is set up, an evaluation is performed to determine whether the constraint has been moved to another component, and if it has been eliminated, the change agent moves on to phase five. Elevate Constraints: Take the necessary actions to eliminate the constraint. · Go back to the first step and pay attention It is evident in this theory that in every business there must be a challenge, just as in poultry farming there are challenges that the project must address. 2.1.2 The theory of marketing strategy According to Drucker quoted by Jorge Mongay (2012) "Strategic marketing is seen as a process that consists of analyzing the environmental, competitive market and business factors that influence the company and its business units, identifying market opportunities and threats and predicting future trends in the business areas of interest to the enterprise and participating in the definition of objectives and the formulation of corporate and business unit strategies product markets in each business unit, defining marketing objectives as well as developing, implementing and managing strategies for positioning the marketing program in order to meet the needs of the target market”. marketing mix as they are the key components of our research. 2.1.2.1 Segmentation The enormous importance of market segmentation is the result of the virtual reality of the differences between consumers (Howaldt and Mitchell, 2007). Consumers of a product or service are not a homogeneous group and it is the fact that each consumer has needs, preferences, resources and behaviors.