Modelo de negocios para la implementación de una red de máquinas dispensadoras de granizado en la ciudad de Guayaquil.

Abstract

The present research entitled "Business model for the implementation of a network of granita dispensing machines in the city of Guayaquil" was designed to promote the consumption of a traditional product from Guayaquil in an innovative way, through its general objective, the which is to determine the financial feasibility of a network of granita dispensing machines in the city of Guayaquil in a middle, upper and upper middle class market segment of the tastes and preferences of consumers, considering the entrepreneurial tendencies existing in the country, where it seeks to develop innovative ideas that meet the needs of consumers. By using the data collection technique known as the survey, it was known that there is an unmet demand not only for the small variety of hailstones they can consume, but also for the lack of modernization when selling the product. Therefore, a marketing strategy was designed in which the consumption of granita is encouraged among the population, offering a greater range of flavors and presentations according to the needs of the client and in an easily accessible place such as shopping centers. Once the amount of the investment was determined and the required financial projections were made, a level of profitability higher than 40% was obtained considering the project as viable.