Plan de negocios para la creación de una empresa productora de panela granulada orgánica en la provincia de Santo Domingo de los Tsáchilas y su comercialización en el Distrito Metropolitano de Quito, con visión futura a exportación

 

Authors

Reza Paocarina, Carlos Alberto

Format

BachelorThesis

Status

publishedVersion

Description

This business plan focuses his study towards the creation of a company producing organic granulated sugar in the province of Santo Domingo de los Tsáchilas and marketer in the Metropolitan District of Quito (with future vision to export). The overall objective of this business plan is to determine the feasibility of implementing the company, having as hypothesis the claim that objective. It is important to start with the origins of panela. This product is known from about 8000 years ago from India. In the sixteenth century it was brought to the Americas. Its main producers in the world are India, Pakistan, Indonesia, Australia and several countries in South America. The economic activity to which company would form part is C1072.01, Grinding and extraction of cane juice and brown sugar production. However, it has been observed that this activity is concentrated in a few actors. The possible implementation of this company responds to insert into the market a natural sweetener product friendly to the environment, with the added value to be organically produced. To insert the product in the market and build competitive advantage, the strategy to be used would be the best costs, hoping that within 5 years to increase its presence in the domestic market and then can be placed in international markets. After conducting market research with the use of qualitative and quantitative research, it has been observed that the target market would be 95737 people, of which 7628 would be part of the potential buyers of the company, generating a demand approximately 125400 kilograms annual. The marketing plan has been carried out by analyzing the findings of the market research and combining with each of the components of the marketing mix. The product would be developed in compliance with existing rules and regulations. The price should be determined based on market prices and using the strategy of market penetration. Within the promotional mix, the company emphasizes its strategy focusing on the tools of sales promotion and public relations. The distribution would be done using a short indirect distribution channel. The organic production chain would be implemented within the farm in the province of Santo Domingo de los Tsáchilas where using initial production factors could meet the requirements of potential buyers in demand for the company. The organizational structure of the company would be implemented using a commercial unit structure as type of organization, made up of 7 people. The overall schedule that would cover the activities necessary to put the business up would require approximately 259 calendar days. The initial investment required to implement the project is USD 232979,25. The implementation of the project generates an NPV of USD 51615,75 and an IRR of 20%, still higher than the opportunity cost.
El presente plan de negocios enfoca su estudio hacia la creación de una empresa productora de panela granulada orgánica en la provincia de Santo Domingo de los Tsáchilas y comercializadora en el Distrito Metropolitano de Quito (con visión futura a exportación). El objetivo general que persigue este plan de negocios es determinar la factibilidad de implementar esta empresa, teniendo como hipótesis la afirmación de dicho objetivo. Es importante iniciar con los orígenes de la panela. Este producto es conocido desde hace unos 8000 años y originario de la India. En el siglo XVI fue traído al continente americano. Sus principales productores en el mundo han sido la India, Pakistán, Indonesia, Australia y varios países de América del Sur. La actividad económica a la cual la empresa formaría parte es: C1072.01, Molienda y extracción de jugo de caña y producción de panela. Sin embargo, se ha observado que esta actividad está concentrada en pocos actores. La posible implementación de esta compañía responde a insertar en el mercado un producto endulzante natural y amigable con el ambiente, teniendo como valor agregado el ser producido orgánicamente. Para insertar el producto en el mercado y generar una ventaja competitiva, se utilizaría la estrategia de mejores costos, esperando que dentro de 5 años aumente su presencia en el mercado nacional y posteriormente pueda ser colocado en mercados internacionales. Después de realizar una investigación de mercado con el empleo de investigación cualitativa y cuantitativa, se ha podido observar que el mercado objetivo de la empresa sería de 95737 personas, de los cuales 7628 formarían parte de los compradores potenciales de la empresa, generando una demanda de aproximadamente 125400 kilogramos anuales.

Publication Year

2014

Language

spa

Topic

PRODUCCIÓN AGRÍCOLA
PRODUCTOS ORGÁNICOS
PANELA
SANTO DOMINGO DE LOS TSÁCHILAS-ECUADOR

Repository

Repositorio Universidad de las Américas

Get full text

http://dspace.udla.edu.ec/handle/33000/1461

Rights

openAccess

License

openAccess