Diseño de un plan de negocios para la comercialización de frutas deshidratadas orgánicas en la provincia de Tungurahua

Abstract

The theme of this degree work is "Designing a Business Plan for the commercialization of organic dried fruits in the Province of Tungurahua" because the agroecological producers of associative commercialization of Tungurahua have been delivering their products to the community on a permanent basis. Sometimes overproduction affects producers because not all their products can be sold, so to avoid losses, alternative products are created, one of them is dried fruits. The need for constant sales to avoid waste was identified, so several terms related to the business plan and its components were consulted and then put into practice. Methodologically, it has a mixed approach since not only trends but also figures are reviewed in the calculations of the financial projections. To determine market preferences a survey was conducted among the target market in the city of Ambato, where it was found that the product is well accepted among people with diabetes or problems related to overweight and people seeking a healthy lifestyle. Based on the results obtained, I can say that it is a new market with little competition and a clear focus for marketing processes that can be conducted in groups or individually in clear points of consumption such as gyms, snack areas in pharmacies and supermarkets. It is recommended that periodic diagnostics be carried out to determine the level of consumption of these products and thus take actions to maintain them in consumer preferences