Plan de negocios para la comercialización de tilapia empacada al vacío, para los productores de Santa Clara, 2019-2021

Abstract

The present research called Business Plan for the Marketing of vacuum-packed tilapia, for the producers of Santa Clara, 2019-2021., its purpose is to be a guide for the direct supply of filleted tilapia in Pastaza province market and its surroundings. The methodology used is based on conducting surveys of producers and customers. With the tabulation of the data, the analysis and interpretation were carried out, whose results through a general analysis determined that the association does not have a strategic application and does not meet the needs that customers seek. The proposal contains a marketing mix and a financial-economic analysis that resulted in a Net Present Value (NPV) of $251.073, 57; an Internal Rate of Return (IRR) of 32.16%, a Cost-Benefit Ratio (RBC) of $ 6, 27. It is concluded that the proposed strategies will serve as a reference for the implementation of the business plan, which will help increase the profitability of the producers. It is recommended to implement the exposed degree work, as the technical and financial parameters confirm that the project is profitable and will serve as a guide for better decision making and increase your income.