Estudio de mercado para la creación de una empresa productora de té de frutas deshidratadas.

Abstract

The objective of the research was to design a proposal for the implementation of a tea processing plant with dehydrated blackberry (Rubus ulmifolius), strawberry (Fragaria) and uvilla (Physalis peruviana L.) fruits. The methodology implemented had a qualitative and quantitative approach, applying a descriptive, field, bibliographic, and documentary level of research. A research design was used according to the manipulation of the non-experimental variable, and according to the interventions in the fieldwork it was transversal. For the research project, tools such as PESTEL (political, economic, social, technological, environmental, and legal factors) and SWOT (strengths, weaknesses, opportunities, and threats) were used to provide information on the macro and microenvironment for the start-up of the dehydrated fruit tea company. All the variables were determined for applying strategies to implement a new company in the study area. At the same time, market research was developed to determine the characteristics such as product, price, place, and promotion appropriate to the target market that would allow verifying the competitiveness of all the fruits used and their impact on the environment of all producers in the area of Chimborazo for their economic dynamization in their homes. Through the methodology, the following financial indicators were determined: minimum acceptable rate of return (MRR) of 11.12%, net present value (NPV) of $132,482.29, internal rate of return (IRR) of 54%, a benefit/cost ratio of $1.31, which indicates that for every dollar invested, a profit of $0.31 will be acquired in approximately two years, one month and nine days. In conclusion, creating a dehydrated fruit tea company is feasible and recommended as an alternative for a sustainable economy for the benefit of the province of Chimborazo.