Plan de negocios para la producción de bebida de mashua, de la Asociación de Mujeres Mushuk Kawsay, parroquia San Juan

Abstract

The present research work called Business Plan for the production of Mashua beverage, of Mushuk Kawsay Women's Association in San Juan Parish; had the purpose of increasing sales through market, technical and financial studies. The association is dedicated to the cultivation, production and marketing of products made of mashua and does not know the cost of production of each unit, the profitability and it seeks to position itself in the market. For the research, the qualitative methodology was implemented by means of the diagnosis made to the administration and the partners and the application of a survey to a sample of the population of Riobamba city in which potential customers, competitiveness, distribution channels and advertising were determined, all in order to propose marketing strategies to help the positioning of the product. It was identified that the association has a low level in the administrative process such as planning, organization, management and control, also, it does not have marketing strategies which can lead the association to make bad decisions causing the decrease in the level of sales. A market, technical and financial study was carried out, resulting in a production cost of $ 0.90 per unit of Mashwa Tea, which should be sold to the consumer at $ 1.50, thus obtaining a profit of 60% on each unit sold. It was recommended to implement the business plan since the enterprise of production and commercialization of the Mashwa Tea beverage has potential, however, it should be taken into account the application of administrative management