Determinación del modelo de negocio para la producción y comercialización de plantas aromáticas y medicinales. Caso de estudio: Fundación Agrícola Andina ubicada en la parroquia Susudel de la provincia del Azuay

Abstract

This study aims to develop a comprehensive business model for the production and marketing of aromatic and medicinal plants at Fundación Agrícola Andina, with the goal of enhancing its production, distribution, and sustainability processes. A mixed methodology was used, including an extensive review of scientific literature on business models and decision-making tools to select the most suitable approach, resulting in the adoption of the Triple Layer Business Model Canvas, which integrates economic, social, and environmental dimensions. The study included value chain analysis, business model design, strategic planning, and financial analysis. The value chain analysis identified key areas, while the business model outlined how the Foundation creates, delivers, and captures value. Strategic planning, using tools such as EFE, EFI, and SWOT analysis, helped develop key strategies. The financial analysis showed that the model is profitable in the medium term, with cash flows exceeding the initial investment and returns higher than the opportunity cost. Finally, the project’s economic, financial, environmental, and social viability was confirmed, along with the establishment of a balanced scorecard and a risk analysis with mitigation strategies to ensure success and long-term sustainability. These findings confirm that the project is financially viable, offering sustainable economic benefits while aligning with principles of sustainability and social responsibility.