Plan de negocios para la producción y comercialización del producto yogurt artesanal “San Matías-El Bermejeño” en el cantón Gualaquiza-provincia de Morona Santiago

Abstract

The purpose of this research work was to design a business plan to improve the production and marketing processes of "San Matías el Bermejeño" artisanal yogurt in Gualaquiza canton of Morona Santiago province, which allowed understanding the importance of the analysis and planning of the business idea. The methodology applied in the research was nonexperimental under the qualitative and quantitative modality, in contrast to the bibliographic, field, descriptive and exploratory types of research, embodied through the inductive and deductive methods. For the respective data collection, it was essential to apply the techniques of surveys and interviews, collecting information from two units; an interview with Mr. Adrián Álvarez and the application of a sample of 370 surveys directed to the economically active population of the canton. As a result, it was evidenced that the enterprise is not formally embodied in previous feasibility studies or business plans that demonstrate the viability of the business idea. Through the market study it was possible to identify the current market needs of the market and the unsatisfied demand. Technical, organizational and financial study was carried out in which the profitability and feasibility of the project was determined in which an initial investment of $ 108.815,93, which is justified giving as a result a Net Present Value (NPV) of $ 69.118,45; a Discount Rate of 11.25%; an Internal Rate of Return (IRR) of 30.97%; a Benefit-Cost Ratio (BCR) of $ 1,17 and an Investment Recovery Period of 3 years, 9 months, 19 days. Finally, it is recommended that the proposed business plan be implemented, since the studies carried out show the feasibility of investing in this entrepreneurship.