Plan de negocios para la comercialización de crema de cacao de la Asociación ASPAGREP, provincia Santo Domingo de los Tsáchilas

Abstract

The present study was aimed to design a business plan for the commercialization of cocoa cream for the ASPAGREP Association in the province of Santo Domingo de los Tsáchilas through a market, technical and financial study in order to improve the commercialization of the product for which the deductive method was used to analyze internal and external factors that influence the ASPAGREP association in order to improve its processes. The inductive method was also used to compare the business plans of other authors and thus it was possible to develop a new plan for the association object of study. An interview was applied to the president of the association and surveys applied to the economically active population of the Santo Domingo de los Tsáchilas province, from which an acceptance of the new product of 91% was obtained. In the financial evaluation, a Net Present Value (NPV) of $333,245.78 was determined, an Internal Rate of Return (IRR) of 45%, an Investment Recovery Period (PRI) of 3 years, 5 months and a Profit/Relationship Cost (RBC) of $2.17. It was determined that the commercialization of a new cocoa cream is economically feasible for the association. It was possible to analyze and investigate marketing mix variables, formulate market strategies and execute action plans to meet short and long-term objectives. It is recommended to introduce the new product to the market and promote the brand in order to increase its demand in order to publicize that the product has excellent quality and flavor