Plan de negocios para la creación de una empresa innovadora en repostería en base a tubérculos y frutas tropicales en la ciudad de Machala

Abstract

The following project of intervention has the general objective of developing a business plan for the creation of an innovative confectionery based on tubers and tropical fruits in the city of Machala, through a meticulous study and market research, the financial aspect of the company has been determined to be viable in the locality. The qualitive methodology was used through the participatory research method through interviews, observations and dialogues with professionals in the local pastry industry, as well as the technique of focus groups with eight participants representing the targeted segment. At the same time, the quantitative methodology was used through surveys within the local population, where data was collected and analyzed.

In the first chapter, a PEST analysis was used, along with Porter’s five forces, FODA analysis, market strategies, and the analysis of supply and demand were identified, which were key indicators that allows us to know the positive and negative aspects of implementing a craft bakery business in Machala.

In the second part of the project, the financial aspect of the company was thoroughly studied, which included the technical, organizational, legal and financial parts of the business, in which positive TIR and VAN were obtained, which predict the feasibility of the business.

In the third chapter, the characteristics and properties of the main products used in the elaboration of each product were described, which are mashua, jicama, taxo and tamarindo, in addition, twenty innovative artisan recipes were introduced, which will be offered by the company.