Estudio de factibilidad económica para producir y posicionar una marca de jugo de ciruela en la provincia del Guayas producido en la provincia de Santa Elena, parroquia Julio Moreno.

Abstract

The present thesis project is based on a feasibility study to verify if the plum juice is a profitable business so that the juice plant is used at its maximum production capacity, likewise Julio Moreno, where these juices are produced, could be recognized and developed, generating income in each family of the commune, in order to get more jobs available and local people do not have the need to migrate if not with the same resources that they could generate would be used for their own benefit. There is a problem in the plums market in Julio Moreno, the producers of this fruit live in different communes, so the harvest goes out in different periods and they are economically unbalanced, those of the late harvest receive a much lower income than those who have early harvest. Therefore, it is needed an agreement in which these producers are favored to be suppliers of the plant, since they will receive a fixed payment regardless of whether their harvest is late or early, the objective is to value their work through time. For this reason, a survey was carried out on a small sample of the plum producers in order to have clearer information about the problem and draw conclusions, and it is considered as a goal to increase the loyalty of the producers with the plant. On the other hand, we have the objective market research that was carried out from the surveys towards the market, the demand for plum juice was determined and the market is directed so designing a marketing strategy was one of the specific objectives, decided to carry out the strategy through merchandising, this strategy makes the product more visible, commercial, since it is located with other star products and the product is sold relatively alone. In addition, the needs, tastes and preferences of the consumer were identified through these surveys to have a vision of the plum juice design. All these results were tabulated, analyzed to get results so a final conclusion and respective recommendations are drawn, and this proposal is framed in producing the annual prune juice, there are suppliers of the raw material that supplies for the whole production and everything has as a purpose to satisfy the client, to be a unique brand in its market and a social objective, the main one, to help the producers of Julio Moreno to develop economically and educationally.