Modelo de negocio para la hacienda "San Juan" dedicada a la producción y comercialización de leche cruda en la parroquia Victoria del Portete

Abstract

The present degree work consists of developing a business model for La Hacienda San Juan dedicated to the production and commercialization of raw milk in Victoria del Portete, Irquis sector, this model starts from the identification of the problem or opportunity and the evaluation of the market in which the farm develops its activities, to give way to a market research and later to structure the business model based on the CANVAS Model methodology that contains nine modules, starting from the value proposition, going to the external definition of the company which would be the relationship and segmentation with clients and communication channels, in addition to entering into the internal processes that implies the identification of partners, activities and key resources for the correct development of the activities of the farm, and in the end determine a cost structure and sources of income that will help to finance and maintain financially firm to the farm over time. On the other hand, the model is supported by strategic plans and marketing that allow achieving efficiency in the commercialization of the farm's dairy product, operational and action plans that help to set objectives, strategies and actions to improve the productivity of the farm, keeping an exhaustive control in each activity during the years of study; ending with the definition of financial viability and risk analysis of the business model. Finally, the application of the CANVAS model on the farm allows greater differentiation and competitiveness in the agricultural livestock market since the definition of formal management structures that help determine the cost benefit in this sector is unusual.