Plan de negocios para productos derivados de la tuna elaborados en la Asociación El Granjero Guaneño

Abstract

The aim of this research work was to prepare a business plan for the products derived from the cactus tuna fruit: jam, tonic and wine made in El Granjero Guaneño association located in La Matriz parish of Guano canton with the purpose of increasing its production and productivity. The descriptive methodology was carried out by means of the direct observation technique and application of surveys aimed at current customers of the association and potential customers, where the factors that affect the commercialization of the products such as the bad quality of the flavor, the inadequate presentation of the products and incorrect design of the label. A current analysis of the association was conducted, as well as a market study, strategic plan, marketing plan, and operational plan where the unsatisfied demand to be covered was determined: 17.95%; 15.45% and 0.37% of jam, tonic and wine respectively. With the financial study was determined that the income of the association for the year 2019 will be of 179,810.04 dollars, the Net Present Value obtained is of 96,233.21 dollars positive value and greater than zero; an Internal Rate of Return of 42%; the cost benefit ratio is 1.13 dollars, that is to say, for every one dollar invested, the association presents a profit of 13 cents; demonstrating that this research work is feasible.

Key Words: < TECHNOLOGY AND ENGINEERING SCIENCES> < BUSINESS PLAN> < MARKET STUDY > < OPERATIONAL PLAN > < FINANCIAL PLAN> <CHIMBORAZO (PROVINCE)> <GUANO (CANTON)> <GRANJERO GUANEÑO (ASOCIATION)>.