Plan de emprendimiento para la producción y comercialización de té a base de cacao en la provincia de El Oro.

Abstract

The creation of new products must be linked to the profiles of the buyer person, taking into account this it is worth mentioning that currently changes in eating habits suggest that consumers are increasingly looking for products that offer more benefits for health, which are of organic origin, that are low in fat, calories and free of transgenics. For this reason, to develop the work of entrepreneurship, you must take into account what are the needs of the market you intend to attend and see the opportunities presented in it. Given this situation, it was considered appropriate to prepare and introduce a new product to the Orense market, such as cocoa-based tea, given that there is no local brand and much less a product with the characteristics that are proposed in the entrepreneurship project. The present research work is based on an ENTREPRENEURSHIP PLAN FOR THE PRODUCTION AND MARKETING OF TEA BASED ON COCOA IN THE PROVINCE OF EL ORO, which was developed through a market study where information is collected both from primary sources and the application of surveys and in turn information from secondary sources from web pages such as INEC, which served to identify market segments, tastes and preferences, and where behavioral changes point, what are the means to have an effective communication and where do they buy my consumers the product. It should be noted that the rationale is based on theoretical and bibliographic information. In addition, the start-up of the enterprise will not only provide its own benefits, but will also generate sources of employment for the sector and contributing to socio-economic development, in turn offering an organic product with many health benefits. Taking into account that the market is increasingly changing, the product under development will be introduced to the market taking into account its marketing mix to be able to strengthen the brand in a timely manner, identifying who I am going to sell my product, which shows a novelty, what is my difference with the competition? The main objective of the venture is the introduction of the new product by applying a business model such as the CANVA and conducting an analysis of both the internal and external environment as is the PEST to see what will be the externalities that may affect the development of the idea of business, later a situational analysis as it is the SWOT to identify all the strengths, opportunities, weaknesses and threats that the market shows, to be able to anticipate the changes and have a continuous improvement of both processes and the product. For the development of the project when it does not have its own resources, it is necessary to opt for the help of financial institutions, for which two credit unions were analyzed with credits to entrepreneurs where the Cooperativa Jardín Azuayo is the one that offers the best interest rates for development. of the project. Finally, the financial viability of the product was analyzed through the use of measurement tools such as the TIR and VNP, which showed positive results for the realization of the enterprise.