Plan de emprendimiento para la comercialización de yogurt a base de frutas exóticas en la provincia de El Oro.

Abstract

Currently we are facing a trend of healthy lifestyle that includes a balanced diet, healthy habits and physical exercise, which makes companies improve products, offering quality, safety and trying to avoid all the elements that are useful for Food is not healthy for the human being. The present venture was created with the purpose of determining the feasibility and the creation of a yogurt made with exotic fruits in the province of El Oro, to cover the needs of users who like to maintain a healthy lifestyle, that the Yogurt is part of your daily diet and your taste for new flavors in your traditional yogurt, in order to provide a quality product and with the highest standards of hygiene. To this end, previous research, theories of authors, and research articles have been taken into account, which served as the basis for the origin of the business idea. The exotic fruits that we will use in the production of yogurt are pineapple, guanábana, kiwi and banana, which were chosen by consumers in the research carried out these fruits are rich in vitamins and provide benefits to the human being. For the analysis of the internal and external points of the company, it carried out the SWOT analysis, which allows analyzing the strengths, opportunities, weaknesses and threats that may harm or help strengthen our business. To know the current situation of yogurt was determined to conduct market research using the technique of Survey and Focus Group that will allow us to collect information necessary to know the tastes, preferences and demands of the current consumer, which in this case will be consumers of the Province from El Oro; know that they like it, if they agree to accept the new product, if it meets their expectations, to later develop the appropriate marketing strategies and proceed to make decisions. With the analysis obtained, we continued to develop the description of our company, followed by its organizational structure and the functions of each job involved in the development of the company. After that and once the results are obtained, we begin to detail the business model with which we work, what product is, what market segment is targeted, ie the target market, its competitive advantage, its brand, packaging, its distribution is the optimal marketing channels to reach our market, the established price, in addition to the promotion and advertising strategies suitable to launch the new product and reach the final customer; It is here that the idea is described in detail based on the research carried out. Then we will detail the different types of feasibilities according to the project that will allow us to analyze if the company has the adequate personnel, know the infrastructure, the equipment to be used, the different social and environmental factors and especially the financial feasibility that will allow to establish the monetary values that will be needed for the implementation of the idea to achieve its positioning and be recognized in the market.