Producción de postres saludables y comercialización con snacks provechosos a través de máquinas expendedoras en puntos de alto tráfico.

Abstract

Entrepreneurship has been an engine for the development of the economy of the countries, and it has helped to generate family income and for the rest of society through the generation of jobs. The use of vending machines has not had a momentous stage in Machala, and at the moment healthy sancks or desserts have never been marketed through these equipment. The commercialization of foods that contribute positively through vending machines is an idea that emerged after relating the trend of eating a healthy diet with the incorporation of technology as part of a fast marketing channel. The objective has been to develop a health food sales venture through vending machines through the application of qualitative and quantitative feasibility analyzes to promote a healthy and nutritious diet. The scope of this investment project focused on the positive contribution and the incentive to improve the personal diet in places where there is a lot of pedestrian traffic and competition. The limitation of the present venture was the lack of technology to measure the traffic of people in each possible locality, indispensable to determine in a more appropriate way the unsatisfied demand and to be able to make more real sales forecasts. The research methodology for the development of the entrepreneurship used was the CANVAS model, applied because it considers the analysis of different factors related to the commercial activity of the company such as customer segments, value proposition, distribution channels , customer relationships, sources of income, key resources, key activities, key partners and cost structure. For the market study, exploratory research was used through the application of a survey of the population of Machala using the Google Forms virtual tool, whose results have shown that the population maintains similar traits to each other that positively encourage Run the venture. Subsequently, descriptive research was used to determine the form that the business will take both structurally and financially, defining the organization chart and management model and the resources needed to start the investment. It has been concluded that it is feasible to market healthy snacks and desserts through vending machines, however, there must be a lot of caution when executing it since in a lousy low rotation scenario, immediate decisions must be taken to increase sales or case On the contrary, there would be large losses, that is to say that financially it has not been considered feasible with low sales volumes. It has been recommended for future researchers to analyze other perspectives of functional foods and relationships with the tastes and needs of customers, in addition to improving the type of study to determine demand since there have been no tools necessary to measure the traffic of people in each area, which is a problem if you really want to consider all the technicality of the case to opt for the decision to start or not in the business. The existence of information allowed the investigation to be carried out in an appropriate manner, however, the complexity of determining the demand and the calculation of pedestrian traffic has been identified as the main limitation.