Proyecto de exportación de granola, hacia el principado de Asturias – España, de la empresa Nutricereales, de la ciudad de Riobamba, provincia de Chimborazo, periodo 2017.

Abstract

The present investigation consists on a Project of granola exportation from NUTRICEREALS Enterprise to Asturias – Spain. This product will be exported and commercialized by Alimerka Supermarket, located in Asturias. This project is based on four studies: administrative, market, technical and financial and in the analysis of the exporter management. In the administrative study we can find historical background, mission, vision, organizational structure SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis and legal requirements that the enterprise must meet. In the market study, we can identify a total supply of 1,625,265 units and a total offer of 576,000 units of Nutricereal granola of 340 gr., giving as a result an unsatisfied demand for the first year of -1,049.265 units. It is also established a MIX Marketing where the price DDP (Delivery Duty Paid) of $ 3.20 (2.58) per each bag of granola is according to INCOTERM. Advertising strategies and a distribution channel by means Alimerka Supermarket were determined, so this project is feasible by means of financial study and several financial indicators detailed a follows: NPV (Net Present Value) of $ 1,745,150.95, IRR (Internal Rate of Return) of 27.69%, Cost/Benefit relation of $ 1.60 and Payback of 1.60 years. NUTRICEREALS must meet the requirements according to the Sanitary Registration such as labels about the characteristics and benefits of granola. It is concluded that the present exportation project is viable, that is why it is recommended to make use of this project to increase the productivity, competiveness and profitability of this enterprise.