Plan de negocios para la producción de harinas de cereales en la comunidad Atapo Culebrillas, cantón Guamote, provincia de Chimborazo.

Abstract

This investigation aimed to design a business plan to produce cereal flour in the Atapo Culebrillas community, Guamote canton, Chimborazo province, using participatory methodologies in the community with a gender approach. A SWOT strategic analysis was used to diagnose the situation, complemented with a MECA analysis, which allowed defining the strategic objectives of the enterprise. For the market study, potential customers were segmented based on criteria of consumption of cereal flours, 242 surveys were conducted, which were stratified considering the urban and rural parishes of the canton of Riobamba; the competition was also analyzed considering the price, place, promotion, and product. The Ecuadorian Technical Standards of the Ecuadorian Standardization Service were reviewed to determine the criteria for processing the products according to the production plan and the different legal regulations for the legal-administrative plan of this enterprise. The marketing and commercialization plan was based on the results obtained, which were also used for the economic and financial analysis. Finally, the business plan was socialized in the community. It was determined that the initial investment of the undertaking is 86,535.42 USD, with an NPV of 98,718.62 USD, a B/C ratio of 2.11 USD, an IRR of 33.99% and a capital recovery period between year 2 and 3 of the project; that is why it is concluded that the undertaking is financially viable and profitable with a market share of 20% in relation to the unsatisfied demand. The financing and execution of the undertaking based on its planning is recommended.