Plan de negocios para la industrialización y comercialización de snacks de chocho (Lupinus mutabilis Sweet) en la ciudad de Riobamba.

Abstract

This investigation aimed to determine the feasibility of industrializing and marketing chocho snacks (Lupinus mutabilis Sweet) in Riobamba city and to analyze the market of potential consumers. The administrative and operational capacity to start up the enterprise was determined, as well as the economic and financial feasibility for the industrialization and commercialization of this snack. A market segmentation was carried out considering the population of the urban area of this city, of medium, medium-high, and high social stratum, male or female and aged between 17 and 60 years old. A sample of 81041 people was used, which is the stratified population. The survey was designed and validated. By means of market segmentation,383 surveys were conducted, which were applied to potential customers through the Google Forms platform, 383 surveys were conducted to people who were within the target. Based on the research carried out, the result of the economic analysis projection showed an NPV of USD$, an 17.993,86, IRR of 24% and an investment recovery period (IRP) of three years and nine months. It was concluded that the Business Plan for the Industrialization and Commercialization of dehydrated chocho snacks (Lupinus mutabilis Sweet) will have its own brand "PIKE", the company "Don Sebas" SAS will be established, which will have the permits, sanitary registration and quality standards that give it a highly competitive advantage. This company is administratively, operationally, legally, technically, and economically feasible and can be implemented without any risk of loss in the future.