Proyecto de exportación de yogur marca Bon Yogú desde la empresa Prasol Lácteos Santillán de la provincia de Chimborazo, cantón Riobamba, parroquia San Luis, hacia la ciudad de Hamburgo Alemania en el período 2016-2017.

Abstract

The present investigation work is about a yogurt exporting Project Brand Bon Yogu from the Enterprise Diary Products Prasol Santillàn towards Hamburgo Germany, with the aim that the Enterprise makes to know its products toward the International market, since the internal market is managed form. To analyze the potentialities is necessary to make a market study and the financial study, to have a clear vision of potentiality and viability of the project. The market study will be focused toward two contexts the internal and the external, within the first, the internal part and the product elaboration will be analyzed, within the external context must be studied the unsatisfied demanding of the product in the goal market. The way that is planned to reach to this market is with the governmental support for the strengthing of the enterprise. One of these is PROECUADOR, entity that promotes our product to very interesting markets. In the financial study is determined if the plan of exportin is viable financially, by means of indicators such as the current net value that is of $78.554,39, the internal return rate of 38,77%,the ratio benefit-cost of $1,10 and the recovering period of the investment of 2 years, on the same form it is determined the balance point with 65.488 units, which must be sold due to the enterprise don’t gain nor lose, this must be reached and overcame