“Plan de negocios para la producción y comercialización de fresa en la parroquia Santa Rosa, cantón Ambato, provincia Tungurahua período 2023-2027”

Abstract

The objective of this thesis was to elaborate a business plan for the production and commercialization of strawberries in the farmers' organization Vida Nueva, Santa Rosa parish, Ambato canton, Tungurahua province. The methodology used had a mixed approach, with an exploratory, descriptive, non-experimental and transversal research level, the methods were inductive-deductive and analytical, with techniques and instruments such as the interview and closed structure surveys that allowed the realization of the strawberry market study that involved the analysis of the demand, supply, unsatisfied demand, the marketing mix study, On the other hand, the administrative plan consisted of the design of the business philosophy and redesign of the supply chain without intermediation and the establishment of strategic objectives, while the technical plan exposed the economic, technological and human talent resources required by the project, which established the economic and financial plan that determined its feasibility, so it was concluded that the project is viable with the following results of the project evaluation indicators, a positive NPV of $ 46. 959.91, a discount rate of 12.57%, an Internal Rate of Return (IRR) of 55.93%, a Benefit-Cost Ratio (BCR) of 1.86 and an investment recovery period (IRP) of 1 year and 8 months. It is recommended to apply each of the phases of the business plan in the shortest possible time to improve the profitability of the farmers of the Vida Nueva organization.