Estudio de la factibilidad del negocio de producción y comercialización de morocho a través del canal de venta moderno en la ciudad de Guayaquil.

Abstract

s part of this investigation, an analysis was made about the feasibility of carrying out a producer and marketer company of morocho in the modern sales channel within the city of Guayaquil. In order to determine the viability of the business, the technical, legal, market and financial aspects are analyzed. On the technical side, an evaluation of the raw materials, machinery and value chain of the project was carried out, to determine the feasibility of its creation. With the support of the legal part, the regulatory entities, main procedures and permissions to be obtained were established to allow the company to start operating in accordance with the law. In the market analysis, several investigations were made to analyze, the external and internal factors that may affect the business. A study was carried out of the 5ps to determine the characteristics of the product, promotion, price, square and pop material. This analysis was corroborated by a survey of potential consumers and thus the marketing strategies to be applied were selected. Finally, a financial analysis was carried out to establish the total amount of investment needed to start the project, the mode of financing and financial statements projects to 10 years in order to be able to determine the return and the viability of the company. After the analysis of all these factors, the company was able to demonstrate feasibility in all the previous mentioned aspects giving a viable opportunity of project.