Diseño del plan de negocios para la producción de yogurt de mashua, Asociación de Mujeres Mushuk Kawsay, parroquia San Juan, cantón Riobamba, provincia de Chimborazo.

Abstract

The present investigation proposes to design a business plan for the production of yoghurt from Mashua, Mujers Association Mushuk Kawsay, San Juan town, canton Riobamba, Chimborazo province, whose profitability is unknown and seeks to position itself in the market. Based on market research conducted by ECOPAR Corporation, the information regarding consumer preferences, competition and analysis of new marketing channels was used and several marketing strategies related to advertising, promotion, distribution and fixing of prices that help the positioning of the product in the Riobambeño market and in the long term be commercialized in large supermarkets nationwide. Within the production plan, the optimization of the installed capacity is proposed through the annual increase the production of mashua yoghurt to reach in the first year 150 liters of weekly production and in the long term to produce 1000 liters of yogurt weekly, which should be to make the company profitable, we also describe all the processes for the production of yogurt, machinery and equipment, raw materials, suppliers and labor to achieve the objectives. The organization was strengthened through the creation of internal regulations, the organizational structure; structural organization chart, functions manual and job description of the company were outlined within the organizational plan. Finally, the company's production costs were established and the profitability analysis was performed where VAN obtained a value of $ 64,016.31 USD, TIR a percentage of 19% and the B / C ratio was $ 1,20USD. It is concluded that the company will be profitable as long as it complies with the amount of production proposed.

Keywords: BUSINESS PLAN - MASHUA YOGURT PRODUCTION - MARKETING STRATEGIES.