Plan de negocios para la producción y comercialización de derivados de banano para la Asociación Agraria Bananera “Fincas de El Oro” en la ciudad de Machala, provincia de El Oro

Abstract

The present research project called Business Plan for the production and marketing of banana derivatives, for the Banana Agrarian Association "Fincas de El Oro" in the city of Machala, province of El Oro, aims to launch a new product to the market. The methodology applied for the collection of the information was through surveys applied to a sample of the inhabitants of the city of Machala, also through a SWOT analysis the real situation of the association was determined. As a result of the market study it was obtained that people are aware that the product is very beneficial for health, which motivates the purchase intention. In addition, the quality and taste of the drink is very important, as well as the presentation of the product. Therefore, people prefer friendly packaging with the environment, and want to acquire the drink in supermarkets, neighbourhood stores and fairs; finally, also they used to opt for digital media to have knowledge about this new product. The implementation of a business plan considering its different phases such as administration, planning, marketing, commercialization, technological aspects and financial evaluation, determined the viability of the venture, since a Net Present Value (NPV) of $ 1,135.11 was obtained. Internal Rate of Return (IRR) of 19%, a cost-benefit relation (CBR) of $ 1.63 and a Recovery Period Investment (PRI) of 3 years and 9 months. It is recommended to start up the proposed business plan, taking into account that the product is accepted by the market, differentiating itself from the rest, as it is an organic product, made based on bananas.