Plan de negocio para la comercialización en la ciudad de Cuenca de camarón empacado.

Abstract

This business model proposes an innovative strategy for marketing packaged shrimp in the bustling city of Cuenca, Ecuador. Built upon the Canvas framework, the model revolves around offering a wide variety of shrimp presentations at strategically located points of acquisition. Branded as "Belfish," the product comes in 454-gram vacuum-sealed packages, equivalent to a pound, featuring the business logo, packaging and expiration dates, and a barcode for seamless purchasing and customer storage. The target audience for this endeavor encompasses hotels, hostels, inns, and restaurants in Cuenca, mostly catering to the middle and upper-middle class. Given the city's economic significance and dynamic tourism sector, there is a consistent demand for high-quality products like shrimp. The business plan capitalizes on this demand and presents itself as an economically and financially viable proposition. Financial analysis showcases a Net Present Value (NPV) of $54,722.68 and an Internal Rate of Return (IRR) of 12.52%, indicating a positive return on investment and a robust project in economic terms. From a technical standpoint, the plan benefits from reliable suppliers in Machala, a recognized source of quality shrimp raw material. Additionally, the necessary fixed assets are available for plan implementation. This ensures a solid foundation for efficient business operations. Operationally, there is a confirmed capacity, both in terms of finances and technical expertise, to meet investor expectations and satisfy market demands. One of the plan's notable highlights is its environmental consideration. While being a commercial venture, the projected environmental impact is identified to be low. This is due to the nature of the activity and the focus on packaged product marketing. Furthermore, the plan emphasizes the project's social contribution, as it aims to generate employment opportunities, thereby fostering regional entrepreneurial development and contributing to the country's economic growth. The provided recommendations further enhance the proposed strategy. Given the elevated demand for shrimp in Cuenca and the tourism sector's significance, it is advised to concentrate on marketing high-quality shrimp. To achieve this, establishing robust strategic alliances with local shrimp suppliers, renowned for their quality, is proposed. This would ensure a constant supply of packaged and fresh shrimp to meet the demands of the tourism sector businesses. To maximize the strategy's reach and effectiveness, employing efficient communication channels such as social media, websites, and local media advertising is recommended. These channels will aid in reaching the target audience in Cuenca and generating a consistent demand for Belfish products. Furthermore, to guarantee product quality and freshness, it is essential to establish an efficient supply chain and implement rigorous cold chain control. This not only ensures customer satisfaction but also reinforces Belfish's reputation as a provider of high-quality shrimp. Another valuable recommendation involves seeking strategic partnerships with restaurants and specialty seafood stores. These alliances can enhance the visibility and distribution of Belfish products, reaching a broader and more diversified audience. Additionally, considering current convenience trends, exploring the possibility of offering home delivery services in the medium term is suggested. This could attract customers who value the convenience of receiving products directly at their doorstep. In summary, the business plan for packaged shrimp marketing in Cuenca presents a valuable and feasible opportunity. With solid foundations in economic, technical, operational, environmental, and social aspects, the project aligns with the demand for quality products in a burgeoning city. The provided recommendations further extend the business's potential by focusing on strategic alliances, effective communication, and quality assurance. Ultimately, this project promises not only economic benefits but also positive impacts on entrepreneurial development and employment generation in Ecuador.