Plan de negocios para la producción y comercialización de pulpa de frutas y la demanda insatisfecha en la ciudad de Ambato- Tungurahua

The main objective of the study was to design a business plan that would boost the demand for the production and commercialization of fruit pulp in the city of Ambato. To achieve this purpose, specific objectives were set that included theoretical foundations in areas such as administration, entrepreneurship, and innovation, as well as diagnosing the current situation of the local market and designing strategies to address the unsatisfied demand in the region. The methodology involved a combination of qualitative and quantitative methods to understand the preferences of fruit pulp consumers in Ambato. Additionally, field research was conducted using surveys and interviews, supported by bibliographic analysis. An exploratory and descriptive approach was used, employing an inductive-deductive method. The sample of 382 people was determined using a probabilistic formula to ensure data representativeness. The study's results highlighted that a solid business plan, supported by market, technical, legal, and financial studies, provided a clear roadmap for the project. Furthermore, the diagnosis revealed limitations in the current supply, such as lack of variety and access to fresh and quality products, along with an unsatisfied demand for fruit pulp, especially blackberry, strawberry, pear, and peach, representing a market opportunity. With an initial investment of $54,639.78, the feasibility study indicated that the project was viable for 5 years, with financial projections showing a positive return on investment and consistent growth in revenue and profitability.

• Yazar: Torres Moran, Enrique Esteban (author)
• Materyal Türü: bachelorThesis
• Dil: spa
• Baskı/Yayın Bilgisi: 2024
• Konular: PULPA DE FRUTAS; AMBATO-TUNGURAHUA; PLAN DE NEGOCIO; DEMANDA INSATISFECHA; ESTUDIO DE MERCADO
• Online Erişim: https://dspace.uniandes.edu.ec/handle/123456789/18711