Estudio de factibilidad para la producción y comercialización de jugo de Mangostán (Garcinia mangostana L.), cantón Quinindé, provincia de Esmeraldas Ecuador, año 2018”.

Abstract

In Ecuador, there are very few companies dedicated to the agroindustrialization of mangosteen which does not meet their demand due to the lack of knowledge of the financial performance that projects of this nature could generate and the lack of trained personnel. The present research work was carried out in order to determine the feasibility for the production and commercialization of mangosteen juice (Garcinia mangostana L.), in the canton Quininde, province of Esmeraldas - Ecuador in the year 2018. The study of market, economic partner, competition, prices, demand, quantification of demand, study of the social, economic-environmental impact, analysis of Porter's forces; In addition, market strategies, SWOT analysis, PESTAL and Ansoff matrix were defined to define product commercialization, data necessary to establish the technical study. Finally, the financial economic study was carried out. The best market strategy was the sale in stores, markets and supermarkets. The internal rate o f return (IRR) was established at 18 % with a net present value (NPV) of 8 894.48, in addition to the studies conducted, it was determined that it is important to start with a minimum number of personnel for the optimum performance of the processes. One of the marketing strategies for the product is to enter the market with a competitive price of USD 0.75 cents.